Why Branding is Important for Start-Ups
Kris Kelley writes this week on the importance of branding for start-ups. Read on…
Branding is the process of creating a symbol, a name, a website or a design that identifies a company in consumers’ minds. It creates an impression and evokes an emotional response. Every company needs to develop a brand. This is particularly true for start-ups.
Getting a new company off the ground takes an incredible amount of energy, determination, money and time. The urge is to start generating revenue as soon as possible, so the idea of creating a brand often gets pushed down the to-do list. It shouldn’t. Here is why branding is important for start-ups:
Branding Builds Credibility and Trust
Getting customers to trust a new company is not easy, particularly if the competition is well established. Strong branding in the form of a professional, sleek website and a powerful logo give a start-up a better chance of success when going head to head with a reputable competitor. The more polished a start-up appears, the more credibility it has.
Branding Improves Recognition
A well branded business is easy to remember. This recognition often starts with a company’s logo. Think of the Nike swoosh, the Facebook “f” or the Disney magic castle. Consumers immediately recognize these symbols and connect them with their company. Strong logo or other design branding helps start-ups break through the noise and clutter from day one.
Branding Brings in New Customers
If a start-up has no branding or dull, boring branding, then how will customers remember where they bought their new jacket or got their hair cut? If they can not remember the name of the merchant, how can they refer their family or friends? How can they talk about their experience in a Facebook post? Start-ups need all the customers that they can get. Strong branding ensures that current customers will refer future customers.
Branding is key to any company’s success. If you are ready to take your business to the next level, then contact us. We are here to help you reach your goals.
MAD Contributor-Freak David Caissie is back this week with some strong feelings on branding.
We all know that strong branding significantly increases the overall value of a successful organization. But, how do we quantify that overall value? In other words, how does good branding create this value, and what are the reasons behind its significance? The following is a list of three reasons that strong branding is so important.
- It’s A Matter of Trust – Besides a really under appreciated Billy Joel song, a matter of trust is really what the relationship with your customer is all about. Strong branding is a very good way to establish that. Customers are far more likely to develop a relationship from a producer or service provider with a website that appears polished and displays professionalism. They don’t want to go to a website that loads slowly, navigates incorrectly, and appears cluttered or misdirected. This provokes a sense of anti-trust that will drive people away. Branding your product with neat layouts, functional navigation, well-placed banners, and articulate logos can go a long way in establishing very valuable customer trust.
- Do I Know You? – A carefully designed logo or an easily remembered banner, store design, or company image establishes brand recognition, which inspires repeat business and long-lasting client relationships. When designing such materials make sure to create a professional image, but also instill a sense of power around that image, so people associate your brand with strength and confidence.
- The Creation of Inspiration – Positive brand image will not only inspire your customers to purchase, but it will also inspire your employees to innovate. A well-designed logo or a corporate mission that reflects areas of social responsibility and strong work ethic will often give workers a reason to believe in your organization and show up for work with a greater sense of purpose.
“The MAD House” can help you build stronger brand image for your organization with a unique blend of creativity, design, and customer service. Please contact us today for more information.
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.