If you’ve ever caught yourself wondering why branding matters, you’re in good company. With many people opting to hire a cheap graphic designer to make them a quick logo, a lot of small business owners don’t realize just how important branding is.
Branding goes far above a simple logo and a few colors. It creates the entire identity of your business. I like to think of businesses as someone I’d meet. Are they shy? Outgoing? Quirky? Young? Professional? A party-animal? Reserved? Colorful? Traditional? Dynamic? Playful? These things are determined in a human by how they dress, their demeanor, how they speak, what they speak about and their mannerisms.
In a business, this is determined by colors and type of fonts used, yes, but also the tone of the copy, the content, how they show up. Do they make funny TikTok videos of their staff? Or do they have highly edited tutorials or ‘talking head’ explainer videos? Are they throwing virtual confetti out consistently with their constant enthusiasm, or are they sharing level-headed helpful tips on finances or delicate health matters? Is it one person who acts somewhat as an influencer (ie. solopreneurs, personal trainers, life/business/health coaches, chefs, psychiatrists), or is it an organization utilizing various staff members (ie. agencies, hospitals, clinics, academic institutions, nonprofit organizations)?
Branding goes far above a nice logo and some good colors. It analyzes who you’re speaking to, or your ideal client. You then develop an identity that speaks to that person.
For a yoga instructor, for example, you likely will not have a lot of racy imagery, reds and bold fonts. People become interested in yoga to become calmer, more centered, and move their bodies in long, slow movements. We would likely choose cooler colors, calming imagery and more delicate fonts.
It creates an easily identifiable identity.
Being able to recognize the brand easily online, on social media or physical materials allows the client/customer to feel like they know the brand, like they might know a friend. Creating positivity in your branding will increase the client/customer bond with your brand.
It creates consistency in your material.
Apart from simply making it much easier to create digital or physical materials, consistency allows for less visual/emotional confusion when experiencing your brand. A confused client or customer won’t stick around for long.
Sets a mood or tone developed specifically for your ideal client/customer.
As in the yoga studio example above, a brand creates an entire experience for a customer. Walking into a clean, modern, elegant yoga studio instantly feels calming. Stepping into a CrossFit gym immediately feels motivating. Stepping into a dance club feels exciting, and going to a financial website should feel professional, helpful, and safe. Just as you wouldn’t expect a manager at a CrossFit to meet you wearing an expensive suit (though you’d probably hope to see someone both fit and well-groomed), you wouldn’t expect the financial institution to have a team wearing red collared shirts sporting huge muscles. Their physical constitution wouldn’t quite matter as much as their professional attire and attitude.
Why Branding Matters … A LOT
Branding is all about creating the experience that your customer wants. It’s not about what you want, although you should feel proud and confident in your brand. It’s ALWAYS about creating the optimal experience for your target client/customer so that they rave about their experience, whether it’s getting the most amazing wood-fired pizza, having the most soul-soothing yoga class of their life, feeling like they could conquer the world after a CrossFit class, or have the most wonderful, helpful and confidence-boosting financial planner they’ve ever had. This is the real reason why branding matters.
