What is Branding?
In short, it’s everything! Your brand is what differentiates you from your competitors and helps consumers remember your service or product.
Beyond just a memorable logo and catchy company name, a brand encompasses the consumers perception of reputation, service, marketing and advertising.
A strong brand increases sales by making the service or product visible and desired by the consumer, promises quality and reputation and should provide a good emotional connection to your customers – when they feel good, they buy the brand.
When should you consider rebranding?
You might be starting a new business and need a logo, business card and website.
You may even have a marketing campaign or new product that needs it’s own identity.
Your name no longer fits who you are and what you do as a business
The name may have negative connotations in the market you’re now serving or it misleads customers.
Are you embarrassed to hand out your business cards? You might feel the you’re providing a great product or service but your logo looks behind the times and doesn’t give your business the credibility it deserves.
You may also find your logo doesn’t work across all media platforms. It might look great on an A3 piece of paper but on a business card or website, the logotype is hard to read.
Maybe over the years, by using different designers and different printers your brand identity has become lost and inconsistent. Your business cards will have a different look and feel to your website, which has a different look and feel to your brochures and so on.
Merge Media can effectively “merge” all your marketing mediums under one consistent brand so your business remains instantly recognisable to customers.
Why is a good brand important?
Branding improves recognition
One of the major and most important parts of your brand is your logo. It is the face of your company and is often the first element of your brand to make an impression on any potential customers.
Your logo will be on every aspect of your business marketing from letterheads, emails, business cards, brochures and website so it’s important that it’s professionally designed and gives a desirable immediate impression.
Branding creates trust
It goes without saying that a brand that has a professional appearance will build credibility and trust. A potential customer is far more likely to trust a business that from the outset appears professional and legitimate.
Your brand should create an immediate and positive emotional connection which is a powerful influencer in consumer decision making.
Branding generates new customers and financial value
There’s no doubt that referrals are an integral part of a successful business but customers won’t refer you if they can’t remember your name!
A strong brand will guarantee future business as it becomes imprinted in people’s minds and memories, and becomes the first one they think of when in conversation and in the position to refer your business.
People are also more willing to pay more for the products or services of businesses they trust and see as providing quality.