Most people think that branding is simply a logo or a slogan. And while these two elements do form a part of your brand, branding itself goes far beyond these two elements. When we talk about branding we are talking about every aspect of customer experience, across multiple touch-points. Whether it's your logo, website, social media, staff uniforms, advertising or even the way in which you interact with your customers.
Branding is how you are perceived by your customers. It's what they think when they hear your company name, service or product. They'll consider the factual information but also the feel of your company, emotive things, like if they consider you a luxury brand or a low end copycat.
So why is branding so important to businesses? And how can you build a strong brand to withstand the test of time?
Today branding is more important than ever. But good brands don't emerge overnight - they are a result of sustained planning, development and growth, which involves numerous steps and a desire to push the brand forwards. Many small businesses completely neglect the idea of branding without realising the power it can have. Good branding does more than increase the value of the company, it motivates employees, guides the employees and aids in acquiring new customers.