Company Branding has always been one of the most important aspects of growing a business, and it may be more important now than ever.
Every day, consumers have been exposed to new brands thanks to the use of social media, which generates a significant amount of competition for businesses. Businesses must invest in company branding to control how consumers perceive their company and differentiate themselves from their competitors to stand out.
Even though company branding is one of the most important aspects of growing a business, many people still get confused or uncertain about its true meaning. Let us dive deeper into understanding the meaning of company branding and its significance on businesses.
According to the Cambridge Dictionary, the term "branding" is the act of assigning a specific design or symbol to a company to advertise its products and services. This definition accurately describes the traditional understanding of company branding.
The traditional version of company branding focuses on the visual identity, which includes the logo, the design, and the development of a tagline or a brand promise. However, none of this helps differentiate a business from the other. Without a well-thought-out and consistent company branding and visual design, your product will lack the targeting it needs to give your potential customers trust and confidence in your brand.
The more evolved understanding of company branding can be defined as the process of giving meaning to an organization by shaping consumers' perception of the brand through various activities.
Companies must be deliberate in communicating a particular message at each point of interaction a user may have with your company. By doing so, customers can capture the spirit and value of the brand and create a distinct identity in the minds of consumers. This enables companies to define what their brand is and is not. They also help consumers to quickly identify and experience their brand, giving them a reason to choose their products over competitors.
Marty Neumeier, an author and brand advisor from the United States, defines a brand as a person's gut feeling about a product, service, or company. Company branding is the act of influencing that gut feeling but focusing on the company rather than the products and services of the company. Here's a video of him outlining the idea.
After understanding the meaning of company branding, you may be questioning why a business should invest in it. Here are a few reasons why investing in company branding is important for your business and how it can have an impact on your business.
First of all, company branding is important to businesses as it helps them to develop trust with their consumers. When a consumer looks at a company in any industry, they expect to see the company's company branding to determine its credibility. Having a clear, professional-looking company branding will be perceived by customers as an established, respectable company and will foster an elusive trust factor with them and encourage them to try your services.
Consumers are less likely to develop trust with a business that lacks company branding since it has little to show for it, which may be a red flag for some consumers.
Company Branding can also be used to inform customers about what they can expect from your business. Combining the trust factor with unrivaled service and a smartly built social media presence will delight your customers and motivate them to return.
Without advertisements, your firm won't be able to grow very much. Advertising and branding are closely related. You'll need to work on building a brand first if you want to have better advertising for your company.
You want everything in your advertising for your company to flow together and reflect the character and principles of your enterprise. When you haven't given your brand enough thought, this might be difficult. Without strong branding, there are many opportunities to build a successful campaign that you are passing on. When everything is connected, adding branding to your advertising will assist your business become more well-known.
Additionally, branding has importance for your business. Of course, you want your workers to enjoy their time at your business and feel like a valuable member of the team. An organisation with strong branding will find it simpler to persuade staff members that their work is more than just a job.
You should invest in branding elements that keep your employees motivated in addition to those that can help you attract new clients. This covers minor details like branded clothing and accessories as well as the overall appearance of your office. Through branding, you may unite your workforce and inspire them, which could lead to fantastic outcomes for everyone.
Last but not least, company branding may help businesses build a clear organizational strategy. Everyone in the organization must have the same vision and purpose to build a strong brand.
When employees believe in what the company is doing and why it is doing it, their passion will reflect on the customers. A well-defined brand strategy provides the company with structured and detailed brand guidelines that embody the brand's purpose, values, strategy.
This will assist the employee in having a better understanding of what the company is doing and why they are doing it. Employees will also understand how to properly translate and communicate the values of the company to its customers.
Branding is crucial in how organisations are seen, the types of clients they attract, the techniques they employ to generate business, and the way they gain status in their particular industries, from sporting products to coffee shops. Your company's branding is more than just a visual depiction.
American Express has been in business for 170 years and counting, but it hasn't forgotten its roots in advertising. Don't Leave Home Without It, a catchphrase made famous by the credit card corporation in the 1970s and 1980s, is a major part of AmEx's present brand.
If you stop to think about it, the main point of this sentimental video is really very similar to the current American Express brand concept.
AmEx generally views its target audience as being comprised of both consumers and business people, as opposed to segmenting them into separate groups. As a result, the corporation creates messaging that suggests how it can easily accommodate all aspects of the work-life balance act.
It places a strong emphasis on the allure and thrill of travelling and living abroad, both for work and pleasure. It also makes mention of how enjoyable time spent with family is. AmEx also supports locally owned businesses in an effort to gain the confidence of both owners and customers as the pioneer of Small Business Saturday® and Shop Small®.
Another example of a company with good company branding is Apple. Apple's brand philosophy has always been to think differently. They want to motivate and inspire customers to do things uniquely and innovatively. Their company branding is aligned with their brand philosophy, this can be seen in their "think different" campaign.
In the ad, Apple not only delivered a message that supported innovation and creativity, but it also acted differently by creating products that look and work differently. From colorful iMacs to iPods, iPhones, and iPads, Apple has constantly defied expectations by inventing products that look and operate differently and is always asking the question of "what's different about this?".
By creating innovative products, Apple wants to show you that not only do they “think different”, but they also want to encourage their consumers to "think differently". This allows them to shape customers' perceptions of Apple as an innovative brand and a brand that inspires its customers to be innovative, enabling them to differentiate themselves and stand out from other phone brands.
Mailchimp, a tech company that gained popularity in the email marketing industry, refined its brand in 2018. The company chose a quirky approach, using Freddie the Chimp as its logo and a sunny yellow color. Mailchimp also added expressive, dynamic illustrations with an unrefined, doodle-y feel. The company's written content strikes a balance between authority and approachability, with clear and concise information presented in a friendly tone. This approach is effective because Mailchimp's clients are known for taking creative risks.
Small business owners and marketers use Mailchimp's branding tools to share their ideas and make an impact. The goal is to make Mailchimp a beacon for its customers, who are growing brands trying to connect with their people. A memorable corporate brand personality is essential for success. If your business operates in a B2B space, consider using your brand to lead by example and galvanize your audience.
To summarize, company branding is becoming increasingly crucial because customers are exposed to new businesses regularly through social media.
Company branding is more than just visual identity; it is about constantly communicating a particular message at every point of interaction a user may have with your brand and changing their perception of your business
This allows the company to shape customers' perceptions of their brands while also clarifying to the customer what the company offers that differentiates the company from its competition.
Therefore, investing and implementing company branding in your company can assist your company in differentiating itself and standing out from the rest of the competition.
"Brands are essentially patterns of familiarity, meaning, fondness, and reassurance that exist in the minds of people."
Tom Goodwin
