The importance of being branded

Coca-Cola, Virgin, BP, Zurich, Apple – big companies that have marked themselves out globally as top names in their sectors. But it's not just their products and services that make them stand out. It's their branding.

The concept of branding came from a time when ranch owners would brand cattle with a unique identifying mark, signifying ownership. Today, the word represents something just as important for businesses: the identity of a company.

The big names listed above have all created a dominant market share with strong brands and logos. You couldn't mistake Zurich's logo for any other insurance company, nor could you confuse the iconic typography used by Coca-Cola.

Yet even though we see all of these corporate giants capturing their share of the market every day – with strong advertising messages, powerful logos and consistent marketing – many companies out there still don't recognise the importance of a good brand.

With around 4.7 million small businesses in Britain, employing 13.5 million people and contributing more than half of the UK's turnover¹, there is a lot of competition out there and by defining your brand you can become one of the companies that stands out.

Is a brand worth the expense?

Too many business owners think that marketing is enough to succeed. Logos can be seen as merely the name in a font and colour. While branding is often thought of as something that can't be quantified when it comes to marketing budgets – as focus lies entirely on end results, as opposed to acknowledging customer experiences and impressions.

But it is the logo and brand identity that will set the tone for the entire company, crucial tools for future marketing strategies – from websites, email advertising and online banner ads, to posters, direct marketing, press, TV and radio. The majority of the time, it is worth investing that extra cash on a brand early on to help your business get off to a good start.

What is a brand?

A brand is defined by the company's values, practises, products and most importantly its customers or clients. By actively researching the needs, habits and desires of your current and prospective audience you can gain a good understanding of what will turn them on and off in marketing terms.

The brand is the personality of the company – how you want to be perceived and the reactions you wish to achieve. If a brand is successful in making a connection with people, they will want to tell friends, colleagues and family about it, bringing the most effective form of advertising: word-of-mouth.

A brand is more than just a pretty logo; it stands for the immediate image, emotions, or perceptions people experience when they think of your company, product or service:

• Brand image: the perceptions held by consumers of your products or services when they think about your brand.
• Brand recognition: knowing the name, logo or activity of your brand, but not necessarily knowing it belongs you.
• Brand awareness: recognising a brand as belonging to your company. They may not prefer it to your competitors, but they know it is yours.
• Top-of-mind brand awareness: your brand pops to mind when consumers think of a product – for example, when thinking of baked beans, Heinz is often a first thought.
• Brand preference: something every company should aspire to – customers or clients know the brand, know your product/service and buy or use it.

Benefits of a strong brand

Anyone who comes into contact with your business should be aware of the brand. Whether they are employees, clients, customers, suppliers, prospective customers or even your competition. Which is why it is vital that the brand is strong, has a convincing presence and is constantly consistent.

Not only will your prospective and existing clients instantly recognise your business, but you will also be able to step into the world of innovative and creative communications. As previously mentioned, the brand is the foundation of a company's marketing strategies. So with a definite brand behind you, communications can be produced that reflect the personality of your company, product or service.

Creativity in advertising and marketing can lead to your company differentiating itself from all of your competitors – helping you to win over crowded markets and enjoy a stronger market share. The brand, after all, is a key investment for any business – large or small – and can lead to more tactical and effective marketing activity once it has been established.

To develop your brand and create a stronger market awareness, contact ifour creative website and print design agency on 01892 541111 for a free no-obligation quotation or visit our offices (Nr. Tunbridge Wells, Kent).

1. Federation of Small Businesses