Why Building Your Brand Matters [Video]
What is a brand, and, importantly, why should you care?
A brand is your emotional response when you see something related to a company, person, website, or other entity. It's the feeling you get when you see a favorite company's logo. Or when you get a ping, one of your favorite personalities on social media has a new post.
A brand is the overall impression someone in the general public has of you, your company, or what you do.
It's a combination of concrete things—like your logo and your company slogan—mixed with the less tangible things like how they feel when they see that logo, memories from childhood, and the emotions that come up when interacting with you. That's a lot of stuff going into that brand, right? Let's look at what makes a good brand and why building your brand matters.
Why Does Branding Matter?
80% of consumers are likelier to do business with a brand they know, like, and trust. Building a strong brand identity and creating a positive brand experience is crucial.
70% of consumers make purchase decisions based on emotion, not logic. To be triumphant, brands must establish an emotional connection with their customers. Statistics highlight the significance of appealing to consumers' emotions.
90% of consumers have stopped doing business with a company because of a poor customer experience.
62% of consumers are willing to pay more for a product or service from a trustworthy brand. Establishing a strong brand reputation can be a game changer coming with significant financial benefits for doing so.
Companies with strong brands are worth 20-25% more than companies with weak brands. Building a solid brand establishes an emotional connection with your customers and comes with significant financial benefits; companies with strong brands are worth considerably more than companies with weak brands.
Branding and customer-centric Marketing is about putting customers first and providing them with the best possible experience.
Attention spans, SEO, and your brand focus
Humans have short attention spans. Like, seriously short. That means if you don't make your branding memorable, well, nobody will remember it! Keep it simple, keep it classy, and make it catchy.
The rule of 7
From the marketing world, we get this rule that says a person must see your brand seven times before internalizing it. That means some people know your brand, even though they don't know what you do.
Take advantage of that.
You can use this fact to embed your branding in people's brains, to make your company stand out in your field, and to make your brand the one folks remember when it comes time to engage.
Start by making your logo memorable. And make it relevant to what you do. Think about your favorite companies. Now, think about their logos. How many are directly relevant to the company's industry or product? We'd wager the majority of them.
If your company has a slogan, use it in your logo. Now there are words associated with the visual form of your logo, making it more likely that people will remember what your brand looks like and what it does.
For strong SEO, brand matters
Google's algorithms now take into account something called "brand gravity." This is the combined pull of people searching for your name, your brand's name, AND the keywords you've optimized your content for.
That means the stronger you embed your brand in your audience's minds, the more likely they will remember when they go to Google for solutions. And every time they search your company name or slogan, together with the keywords—that's right, they get your site and your content. And the more that happens, the more likely it is to continue happening until you're at the top of the results page.
Try changing your brand marketing focus.
If your marketing is all about the numbers—to the detriment of your brand—think about shifting your focus. You can harness extra marketing mojo by focusing your marketing content on your brand's unique voice (more details on voice in 3 paragraphs), pulling in the folks who know and identify with your brand.
Try the "no logo test." This is where you print out content from your site and that of a competitor, removing any branding or logos and then putting them side-by-side in front of someone. If the person can't identify your content, it doesn't fully embrace your brand.
Speaking of content
Your content should be created in the voice of your brand. That means website content, social media posts, and blog posts should be easily identifiable to the public as having been created by your company. This content must be informative while considering your target audience and how they're likely to react. Make it too formal or stuffy, and you'll lose the millennials, for example.
The three V's: Voice, Values, Vision
Voice: Your content should have a unified sound to it. Your blog posts should flow like your Facebook updates and like your Tweets. If your content isn't consistent with how people see your brand elsewhere, they'll lose trust in what you're presenting because it will seem inauthentic.
Values: Your brand should also encompass your company's values. This authenticity breeds trust in your audience. Your product has a finite lifespan; your brand and the values it represents are timeless.
Vision: Employees who believe their company's vision matches theirs are happy. And happy employees are better positioned to be brand ambassadors when not at work.
An old maxim, "Know Thyself," applies to this discussion. If your company doesn't have a strong sense of its brand (voice, values, and vision), there's work to be done. How to find out if that's the case? Easy. Ask your employees. If they can't identify it, the public won't be able to.
Learn from other areas of marketing.
Specifically, one called Recruitment Marketing. This sub-field focuses on attracting passive job seekers to a company before they are ready to look for a new job.
Recruitment marketers do this by focusing on their Employer Brand. We've been discussing this here, but we just focused on working for the company rather than buying its products.
The marketer focuses on the emotion evoked when the job seeker thinks about the employer. These marketers use a consistent voice across platforms to convey the values and vision of their company. Then, when the audience realizes that it's time to look for a new place to work, they remember the unique content created by the recruitment marketers, and they go straight to that employer's careers page to start searching.
Let this idea translate to your company brand. Use your unique voice—across platforms like your blog and social media—to convey your brand to the world of potential customers out there. Provide them with interesting, useful content that helps solve a problem they’re having in your brand voice. Then, when they realize they need more help with that problem, who do you think they will come to? That's right. The first brand that comes to mind will be yours.