Branding is the practice by which  businesses create a name, symbol or a design that is quickly and easily identifiable as belonging to that business. It helps to identify a product and distinguish it from other products and services. Branding is important because not only is it what makes a memorable impression on consumers but it allows your customers and clients to know what to expect from your company. It is a way of distinguishing yourself from the competitors and clarifying what it is you offer that makes you the better choice. Your brand is built to be a true representation of who you are as a business, and how you wish to be perceived.

Why is Branding Important?

A unique brand can have a huge impact on your bottom line by giving you a competitive advantage over your rivals and helping you acquire and retain customers at a much lower cost. In eCommerce, where new companies (and therefore, new competitors) are springing up every day, an established brand can be an invaluable asset in bringing customers and generating profit.

Regardless of whether you’re investing time and effort into crafting a compelling brand or paying no attention to it whatsoever, your business still has a brand. However, it may be completely different to how you intended to be seen.

By carefully constructing your brand through stories, relationships, marketing messages and visual assets, you have the opportunity of shaping your customers’ expectations and creating a unique bond that goes beyond the buying-selling relationship.

Good branding is strategic, while marketing is tactical. When you establish the higher objectives and clearly define your brand promise, you can start crafting a marketing plan that’s geared towards achieving those goals.

There are many areas that are used to develop a brand including advertising, customer service, promotional merchandise, reputation, and logo. All of these elements work together to create one unique and (hopefully) attention-grabbing professional profile.

Branding Gets and Generates Recognition

The most important reason branding is important to a business is because it is how a company gets recognition and becomes known to the consumers. The logo is the most important element of branding, especially where this factor is concerned, as it is essentially the face of the company.

This is why a professional logo design should be powerful and easily memorable, making an impression on a person at first glance. Printed promotional products are a way of getting this across.

1. Increases Business Value

Branding is important when trying to generate future business, and a strongly established brand can increase a business’ value by giving the company more leverage in the industry. This makes it a more appealing investment opportunity because of its firmly established place in the marketplace.

2. Generates New Customers

A good brand will have no trouble drumming up referral business. Strong branding generally means there is a positive impression of the company amongst consumers, and they are likely to do business with you because of the familiarity and assumed dependability of using a name they can trust. Once a brand has been well-established, word of mouth will be the company’s best and most effective advertising technique.

Improves Employee Pride And Satisfaction

When an employee works for a strongly branded company and truly stands behind the brand, they will be more satisfied with their job and have a higher degree of pride in the work that they do. Working for a brand that is reputable and help in high regard amongst the public makes working for that company more enjoyable and fulfilling. Having a branded office, which can often help employees feel more satisfied and have a sense of belonging to the company, can be achieved through using promotional merchandise for your desktop.

3. The Importance of Branding in eCommerce

Branding is a complex process that requires careful planning and calculated approach. Ideally, you should have your branding strategy worked out before you launch your online store to avoid working backwards to try to aligne your store with customer expectations. A strong brand is easy to relate to and draws on values that resonate well with the target audience. For an eCommerce shop, a strong brand can also be a safety net protecting a business from having to compete on price.

4. Perfect your visual assets.

Online shoppers don’t have the luxury of touching and feeling the products they buy, so the visual experience is extremely important. A brand’s visual assets are all the front facing elements, such as the website design, fonts and typography, colour palette, logo and ad designs as well as the packaging and unboxing experience you create. It’s a powerful branding tool that reaches its peak when all the different moving parts are consistent and work harmoniously. Research shows that having a memorable signature colour will increase the chance of customers recognizing your brand by 80%.

5. Creates Trust Within The Marketplace

A professional appearance and well-strategised branding will help the company build trust with consumers, potential clients and customers. People are more likely to do business with a company that has a polished and professional portrayal.

Remember to give back.

Something as simple as saying thank you to your loyal customers can go a long way in strengthening your brand image. Show gratitude by running special loyalty programs or promotions, offering occasional free gifts or extending discounts. It’s a sure way to build long-term relationships with your customers and humanise your brand.