Boost Your Success: Proceed next step of branding

Set you apart from the competition

Regardless of what industry you’re in, competition is always fierce. Whether you’re opening a bike repair shop, selling CBD infused products or becoming a social media consultant—branding allows you to differentiate yourself from your competitors, by highlighting and distinguishing what you have to offer, and why it is a better choice.

Develop brand awareness

Brand awareness refers specifically to the ways in which your business is perceived, both in market position and in consumers’ minds. Ideally, you want customers to have a positive impression of your brand with the service or product that you offer. Strong brand awareness is one of the main motivators to encourage your target audience to select your brand explicitly, even if cheaper or alternative options are available.

Establish brand recognition

A key component of brand awareness, brand recognition applies more pointedly to the ways in which consumers remember your product or service, also known as brand recall. This can be prompted by visual branding assets like brand colors, a logo or a catchy slogan. For example, imagine you’re on a road trip, and on the highway in the distance, you see golden arches—without even thinking about it, you already identified McDonald’s.

Build brand trust

Brand trust is important both for the impression your business gives to potential customers, and within your industry. According to Intelligence Node, “over 60% of online adults in Canada, the US, and Europe want the companies they buy from to be transparent about their business practices.”

A company with a strong brand not only presents itself as more professional and polished, but also evokes trust through transparency and authenticity. Beyond this, outlining your brand values upfront and keeping your brand promise is what encourages prospective and current customers to believe in, and support your brand.

Give your business an identity

Just as each person has their own unique identity, so does your brand. Imagine you’re setting up two friends on a blind date, and you need to describe each person to the other. How might you identify or characterize them? Try to think of your brand as a person rather than a commodity or an object. Known formally as “brand anthropomorphism”, this idea challenges you to visualize your brand like a human to better define how the brand acts, speaks, dresses, communicates or impacts the world.

Establish employee pride

Employees who stand behind their brand and take pride in their work are not only good for business, they also play a key role in shaping public perception of your brand. This has positive implications across the board. It can influence the ways customers identify your brand, but it can also encourage prospective employees to seek out your company. A well-branded company should make workers feel a sense of belonging, overall satisfaction and pride. This will encourage them to authentically promote the brand across all types of channels and platforms.

Enhance your business value

Whether you’re a small business owner or an established corporation, branding plays an important role in validating your financial value and building your brand equity. The growth of your company can depend on successful branding when attracting new customers, generating business or breaking into new markets. Even more, in regard to expanding your venture, an expertly-branded business is a more attractive investment for potential investors.

Look at the most important branding elements:

Don’t be afraid to revise

Once you commit to a certain company image, don’t be afraid to revise it. Your brand can evolve as your company grows and as you establish yourself within your industry. For example, a travel agency has branded itself as an aid for domestic and international vacations. However, after seeing a trend in study, work and volunteer abroad programs, they expand their services to helping people plan and execute educational experiences abroad.