The Importance of Branding

by MAD Contributor-Freak Audra Bianca

We live in a world in which we can pick up our smartphone and download an application to perform almost any kind of business or social transaction. Many of us feel lost without a mobile device. We are devastated if we drop our Android or iPhone in the toilet. Our digitized world acclimates us more each day to the feeling of instant gratification. Often, we don’t wait in line at a store anymore because we can order what we need online.

In this world that is markedly different than the one of a decade ago, companies must brand themselves differently or their competitors quickly bury them. We’re here to help companies understand the importance of branding. This includes everything from maintaining a social media presence to getting consumer input before launching an advertising campaign.

One of the important things for small business owners to consider is how they will achieve branding for their company that builds on their personal brand. Forbes writer Liz Ryan explained: “Personal taste is the determining factor in deciding how to brand yourself, and that makes sense because personal branding is a highly personal topic.” She gives the example of a lady who listed all of her professional designations after her name, but found out this was a turnoff for some recruiters and managers.

The takeaway is this: In personal branding and in small business branding in general, you decide what consumers should know about your company. Don’t be afraid to use your personal taste to select the messages that you send to the public. Of course, it’s how your customers actually experience your brand that will determine whether or not it is perceived as you wish to be. If you’re going to talk the talk, you better be able to walk the walk. A brand is like a promise. If you break it (by not being what you say you are), then you’ve lost the customer’s trust – and, most likely, their business.

If you can write down the business values and the concepts that reflect your brand, and live them every day, you’ll be on the road to having a trusted brand. If you need help digging in to find those values and concepts, you can trust an agency like ours to help find and develop your brand’s unique and marketable personality.

For more details on why branding matters, please contact us.