In today’s competitive world, no matter the industry, it is proving more and more difficult to stand out from competition, attract customers and increase sales. It is also the best time to strategically position your brand to become a recognized leader in your industry.
Branding simply put is 80% back-end strategy and 20% front-end outlook according to us at The Boutique Brand Communication Company. It is the impact organization has on its consumer’s behavior.
You Need Branding Because It
1) Creates a difference
As brand consultants, we highlight what makes your business different to, and more desirable than, anyone else’s. Effective branding elevates a product or organization from being just one commodity amongst many identical commodities, to become something with a unique character and promise. Finding your USP creates emotional resonance in the minds of your consumers.
2) Adds value
People are generally willing to pay more for a branded product or service than they are for something that seemingly has no personality. Branding your business helps create its identity, which in turn creates value. People tend to buy into a brand or organization because they believe in its offering, its promises and its value systems.
3) Connects with people
Creating a connection with people is important for all organizations and a brand can embody attributes which consumers will feel drawn to. Branding creates a persona, an avatar if you will for your business and ensures that the consumer can see him/herself in the said brand. Branding, done professionally and consistently, builds a community trust.
In the last few years, the importance of branding has become clearer. The digital communications revolution has completely transformed the balance of control. The consumer's voice has become louder and much more public as they can publish their thoughts and experience of a brand and compare it with the experience of others.
It is therefore imperative for brands to steer the conversation and ensure the right things are being felt, said and heard about the brand. In summary, branding is an essential tool needed for every business to thrive, regardless of the level of the business and the economic state of the market. A business that is not using branding tools is not aspiring to be around for a long time.
Tomilayo Akanni-Aluko is a brand communications connoisseur. She is the Founder and Principal Brand consultant at The Boutique Brand Communication Company. Her expertise spans research, strategic planning, brand management, public relations and project management. Connect with her on Instagram @thebbccompany