Here’s Why Your Brand Matters

One mistake that many entrepreneurs make is not recognising the importance of their brand. You may not feel that your company is big enough to be a brand. The truth is that brands are everywhere: you are your brand; your business is a brand. 

Whether you create a brand consciously, or not, your business is still a brand. But, if you don't create the brand, you don't have control over it. 

What Can Your Brand do for You?

Building a brand and taking ownership of it is essential for loads of reasons, here's why:

People buy into brands. Brands extend beyond the limitations of what a product offers; a brand is what customers buy into.

Customers pay for brands. Think about the supermarket, people may know the supermarket own brand is made in the same factory as the brand name product, but they are willing to pay more for the brand name.

Your brand tells people something about your business without actually saying it. Essentially it is shorthand for what your company stands for.

Your brand conveys your business' personality, if people like what they hear and see, they will want to be seen using your products.

Creating a Brand That Works for Your Business

Knowing why creating a brand is important is one thing, knowing how to develop your brand is an entirely different story. Here are some of the brand-building tips you need to get started:

Think about your products. Think about your competitors, and then think about your target market. What do your products offer? How can you make your brand more appealing than your competitors? What do your target audience value most? Is it high quality, value, convenience? The answers to these questions are your starting point for developing your brand.

Decide what you want to say, and how you want to say it. Are you a value brand that appeals to the everyday shopper? Are you a luxury brand that appeals to high earners? 

Creating a successful brand is about pitching it right. Want to appeal to eco-conscious shoppers? If so, your brand needs to reflect that eco vibe. 

Don't neglect the detail. Being professional is vital, so presenting yourself in the right way is essential. Going to a trade show? Pick up high-quality pop up stands from ExpoCart. Having a client meeting in your office? Make sure that it is clean and welcoming. First impressions count, and more importantly, they reflect on your brand.

Be consistent. Always. Consistency is king when it comes to brands. Your goal is to build your brand identity and recognition. You want people to know what your brand is, what it stands for, and want to buy into it. Your signage, your website, your social media, should be cohesive to create and then strengthen your brand.

Always be authentic as people don't like being tricked. If your brand is supposed to be eco-friendly, then you need to make sure that it is or risk severe damage to your brand's reputation.