The Importance of Building a Brand


This is a guest post by Wendy Dessler. Wendy is a super connector who helps businesses find their audience online through outreach, partnerships and networking. She frequently writes about the latest advancements in digital marketing and focuses her efforts on developing customized marketing plans depending on the industry and competition.

Building a brand goes hand in hand with building your business. It doesn’t matter what industry or niche you’re in, you need to have a clear brand strategy. A lot of new business owners put off creating a brand for their business because they mistakenly believe it’s something that can wait. It’s actually the opposite. The sooner you build a brand, the sooner you can build a relationship with your audience.

Read on to learn more about the importance of building a brand as well as the first steps you should take to create a memorable brand.

What is Branding Anyway?

You might first be wondering what really is branding. It’s more than your font choices and fancy logo. It’s the relationship people have with your business. It’s how people identify your business, and it needs to be memorable. Having strong branding means distinguishing yourself from your competition and promising a level of service or quality to your customers.

The best way to understand branding is to look at other well-known brands. Think of some of your favorite brands like Disney or Coca-Cola. You can recognize these just by the font of the logo, they’re so familiar. You probably have memories or feelings that come along with just seeing the logo. You see the red swoop of the Coca-Cola logo and you think of summers spent by the pool. You see the Disney castle and you remember watching your favorite movie as a child. These feelings make brands more powerful, and they create loyalty with customers. It’s up to you as a marketer to make your brand just as powerful and start building memories with your customers.

Why do I Need to Build a Brand for My Business?

imgix photo
Photo by imgix (@imgix) via Unsplash

If you’re new to marketing, you might not realize the significance of strong branding. It’s easy to skip the important steps when building your brand and opt for actions you think are more important for your business. Neglecting your branding will only come back to haunt you as you struggle to really pinpoint your audience and your message. Here’s why you need to build a brand for your business sooner rather than later:

  • It encourages people to recognize your business.

People like to choose things that are familiar to them. If you want someone to choose your product or service over your competition, it needs to be easily recognizable. That means choosing target audience specific branding that really highlights your potential to the right group of people.

  • Branding tells a story

Branding is more than just a colorful logo. It’s the story of your business that you’re telling to your potential customers. Is your brand a return to the traditional? Or is it a celebration of everything new and modern? Your branding should reflect this down to every detail. Colors, fonts, photos, and even diction can all evoke a certain feeling in audiences. That means choosing the right story to tell your audience with your branding.

  • Branding gives your business direction

If you don’t know where you’re going with your business, odds are you’ll have a hard time getting there. Branding helps you and your employees know the direction of the business. It makes it easy to add value to your customers lives through your business. You can connect easier with your customers and build lasting relationships that equal more conversion to sales.

How Do I Build My Brand?

Now that you understand the importance of branding and why you need to make it a focus of your business, you can start building your brand. The sooner you pinpoint your branding, the sooner you can see the positive results in your business. It’s important to take branding seriously as part of your marketing strategy. While it’s okay for your brand to grow and develop over time, deciding on these branding elements early in your marketing process will clear the way for your success.

  1. Be consistent with visual elements

One of the biggest pitfalls of new businesses is being inconsistent. You should choose a color scheme and fonts for your business and actually stick with these. This can go farther than this, meaning you keep your branding in mind when doing anything for your business. That means thinking about branding before every social media post and every blog post. Remember, you want to be consistent for your audience. This is how you build trust.

  1. Optimize your website

If your customers can’t find you online, your branding doesn’t matter. You can rank higher on search results by optimizing your website. When going about optimizing your website you need to ensure you’re keeping your branding an audience in mind. Who do you want to find your website? How can you position yourself to be seen by your audience?

  1. Connect with your customers

Make an active effort to connect with your customers on a regular basis. How can you address them specifically? What are ways you can encourage interaction with your brand? Read this to learn if a live chat software is right for your business. Maybe you build a strong email list or you create a discussion on Facebook. However you choose to connect with customers, do it consistently.

  1. Create great content

Finally, the best way to build a solid brand is to produce high-quality content. Whether you post stunning visuals on social media or you have in-depth blog posts, great content is the foundation for great brands. Your content should reflect your brand message through every post, page, and share.

Stand Out with Your Branding

Your branding should highlight the best of your business. It should break your business away from your competition and help you develop strong relationships with your customers. Having great branding means having a sound marketing strategy. Don’t be afraid to develop and grow your band with your business and to also stay ahead of the trends. As long as you listen to your audience and stay true to the story of your business, you’ll make an impact on your industry.

Liked the post? Feel free to share it on social media with your friends. Have any questions about building a brand? Let me know in the comments below the post.