What's the real added value of Branding?

written by
Lisa Picovschi
November 7, 2022

Brand building has always been a critical part of any successful marketing strategy. But what is the real added value of Branding? Many people believe that Branding is nothing more than an expensive luxury – something that only big businesses can afford. 

With our team today, we were discussing the value of Branding, and to be brutally honest, sometimes it's not clear to us too! (Wait, What ?!) 

Our Strategist, Lisa Picovschi, came up with a funny example of what Branding could be for a company; she told us:

"You know when you want to seduce your crush, do you go to that date wearing a very nice-looking dress or do you wear a dirty old t-shirt?" 

Actually, for some companies, it's the same kind of logic! Branding doesn't change who you are; it dresses you differently to clarify your intentions. (Don't be ashamed, we know that you dream about your crush every night, so don't be a kid, wear that nice dress, and show that you're interested!) (Btw, Should we also give dating advice?)

Enough, let's dig in!

What is Branding, and why is it essential for businesses?

Branding creates a distinct identity for a business or product to stand out from the competition and draw in new customers. This can involve developing a strong logo and messaging and embodying core values and characteristics that reflect who you are as a company. A well-defined branding strategy is critical for any business, as it allows you to create value around your products or services and better connect with your target audience. So whether you're a small start-up looking to expand your reach or an established giant looking to reinvent yourself, Branding is an essential tool for growth and success. After all, sharing who you are and what you stand for is the key to building strong customer relationships and thriving in today's highly competitive marketplace. So if you want to set yourself apart from the pack and take your business to new heights, Branding should be at the top of your priority list!

Is Branding just about "looking good?"

Branding is about much more than just how something looks. In fact, Branding is about creating a cohesive brand identity that conveys your message and reflects your values to customers and potential clients alike. That's mostly Strategy, when you think about it! This identity comprises many elements, such as your logo, website design, color palette, and messaging.

Together, these elements build trust and convince people to engage with your brand. So while Branding may involve choosing a pretty logo or stunning color palette, it's really about much more than that. It's about crafting a holistic brand experience that speaks to people emotionally and helps set you apart from the competition. Whether you're trying to attract new customers or reach out to existing ones, Branding is key to building lasting connections and long-term success in any industry. So yes, this pretty logo WILL make you earn more money! Happy? Let's continue!

Looking Good Natasha Leggero GIF by CBS

How do we create your brand identity?

When creating a brand identity, starting with a solid strategy is vital. This involves researching the competition and analyzing their branding strategies to understand what has worked well for other companies in your industry and what trends and styles are most popular. You really want to skip all of their mistakes. If they fail, that's their problem, not yours! So make sure to understand exactly what works! (No worries, after all, that's our job!) Once you understand the trends and styles relevant to your market, you can begin developing your own creative Strategy based on these insights.

In order to create a truly effective brand identity, it is also essential to conduct interviews with your target audience and get their perspectives on the key elements they look for when choosing a brand. Through this process, you can gain valuable insight into how to tailor your branding efforts to meet your customers' needs. Creating a powerful brand identity requires careful art direction, creativity, and attention to current industry trends and customer preferences. With the right approach, you can create a unique brand identity that stands out from the crowd and resonates strongly with consumers.

What are some common branding mistakes that businesses make?

In today's competitive business climate, Branding is more important than ever. Unfortunately, many businesses make common mistakes that can undermine their branding efforts and hurt their bottom line. A fundamental error is blindly following trends, which often leads to bland or derivative Branding that fails to connect with consumers. Additionally, businesses sometimes make the mistake of being too original or flashy instead of focusing on what truly resonates with their audience.

Many companies need to be more authentic in their branding efforts, just showing who they are, to engage authentically! Finally, some brands try too hard to overdo their branding efforts, using complicated ideas or creating overly complex marketing campaigns that confound rather than engage their customers. As sad as it is to write, your audience is not as smart as you are! Of course, we know they are, but they don't have time to understand all of your complex ideas and concepts, got it? By avoiding these common mistakes and keeping your Branding focused on your audience and your core values, you can create powerful and effective marketing that resonates with customers and boosts sales. (No way, that's amazing!)

How can you ensure your brand is effective and resonates with your target audience?

To create an effective and resonant brand, it is vital first to understand your target audience and their needs. This means understanding their values and motivations and what truly drives them. 

WAIIIT, Stop! We see you coming!

No, no, no, we have to stop here!

Thursday Night Football GIF by NFL

Understand THEIR values; we said, THEIR motivations, not what YOU can do for them, what THEY need. Got it? Right, let's continue. 

Additionally, remaining true to yourself and your core values is crucial when creating a brand, as authenticity is one of the essential ingredients for success. Empathy is also key, as you should truly strive to connect with your audience emotionally. Rather than simply seeing them as a means to make money or sell products, try viewing them as individuals with real hopes and dreams. (Not when they dream about dating Bradley Cooper, not this one) (Even if that's a really dream, we have to admit). 

Finally, you must serve your audience in the best way possible. Rather than simply trying to sell or promote yourself, think about how you can help your audience in a meaningful way. By following these tips, you will be on your way to crafting an engaging and effective brand that truly resonates with your target audience.

What are the benefits of having a strong brand presence online and offline?

A solid online and offline brand presence is essential for driving traffic, growing your company, and connecting with a larger audience. First, an established brand enables you to drive traffic and interest in your products or services by building brand awareness on social media platforms, search engines, blogs, and other online channels. By targeting relevant keywords and using SEO best practices, you can attract new customers who are interested in what your company has to offer.

Second, having a strong brand presence also allows you to automate the growth of your business. For example, you can set up automated email marketing campaigns that drive people back to your website or launch targeted social media ads to drive engagement with potential customers. Because these tools allow you to connect with leads at scale, it is easy for even small businesses to grow quickly and efficiently online.

Finally, having a well-developed brand entails more than simply maintaining online presence. It also involves establishing yourself as a trusted expert in your field through consistent interactions with others offline as well. Whether this means participating in industry events or engaging directly with customers through regular phone calls or direct mail campaigns, having an established brand both builds trust in your company and allows you to touch a larger audience than ever before. Ultimately, then, building a strong brand presence can be one of the most powerful ways to grow your business while serving the needs of the people who matter most.

To conclude, (No way, it's already done, too bad...)

A strong brand can help your business in several ways. It can increase visibility and name recognition, (and who doesn't want to be remembered...) which leads to more customers and higher sales. It can also help you charge more for your products or services because customers are willing to pay more for a product they know and trust. (Well said, sis) And finally, a strong brand presence online and offline helps you weather tough times, such as an economic downturn or negative press coverage. If you're not sure where to start with Branding, consider working with a professional marketing or advertising agency that can help you create a cohesive brand identity that resonates with your target audience.

Well, now it's really bye, hope to see you soon!

Good Bye GIF

you need more information?
talk to an expert
Hey, I’m Lisa, the founder of the Bract Agency. I’ll answer all your questions.

Book a call with me