Branding is a big topic. It’s such a big one, in fact, that
amidst all the talk about logos, identities, and style sheets, it’s easy to
lose sight of the fact that it isn’t an abstract concept. The fact of the
matter is that building your brand can help you boost sales. We know because
it’s a story we’ve seen play out again and again.
Wondering exactly how the money you spend on improving your
brand and image could come back to you in terms of new sales, accounts, or
appointments? Let’s look at a few of the most obvious ways…
Branding is about
When you have a great brand in place, you'll make a sharp
first impression on potential customers, colleagues, and even employees. That
means you have an immediate advantage and people are more apt to decide to work
with you. That’s because they began the relationship assuming you are
competent, professional, and trustworthy.
Conversely, when your branding is vague or underwhelming you
don’t begin with any of these advantages. That makes it harder to establish the
right tone later.
Brands over Products and Prices
Business owners often assume customers buy based on price.
That's certainly a factor, but it’s definitely not the only one. Just look at
the way many people will pay premiums for certain types of clothing, food, or
luxury items even though more cost-effective choices are available.
When people know and like your brand, they are more likely
to buy from you even if competitors sell similar products or services for less.
The real goal of your branding effort should be to establish
an identity in the marketplace that is instantly recognized by anyone within
your customer base. That is, when they see your logo they know exactly who you
are, what you’re about, and why they should work with you instead of taking
their business elsewhere.
All of this comes back to an issue of trust. When you have a
strong brand, it means buyers implicitly trust your marketing messages in a way
they don’t trust others.
The Right Branding
Campaign Can Increase Referrals
Although we’ve touched on the advantages of branding in a
one-to-one setting, it’s also true that you can increase positive referrals and
reviews with a strong brand. Buyers feel more comfortable recommending
businesses that are known to others. Furthermore, we all have a subconscious
bias towards being associated with winning and success.
When your brand is strong enough people will want your
prestige to rub off on them. That means more introductions, better candidates
for your job openings, and bigger opportunities to expand.
Improves Conversion on All Marketing Campaigns
Your brand doesn’t exist in a vacuum. The more well-known it
gets, the more effective the rest of your marketing is. When people know your
image and message they are more responsive to email, online ads, and even print
offers. That, in turn, boosts your brand even more.
The bottom line is that a strong branding effort tends to be
self-fulfilling over time. The more you put into it, the bigger rewards you’re
going to get out of the process later.
Need Help With Your
At Kinetik IT in Phoenix, we have helped hundreds of
companies to establish themselves as leaders in the marketplace. From logos and
visual identities to brand development and style sheets, we know what it takes
to separate your business from the competition.
Contact us today to schedule a free consultation and see
what we can do for you!