Branding 101: What it is, and why it's important


By Alison Withers

You - and who knows how many others - have spent hours, days, years building your company or organization from the ground up. You’ve done all the paperwork, planning, and organizing, and you’ve nearly perfected the top-quality product or service that you offer to make your company unique.

Now comes the issue of marketing that product or service to your prospects. Word of mouth, print advertising, customer referrals, digital advertising: all of these avenues can be of huge value and success to your company. But before you dive into the various marketing avenues and strategies that excite you most, it may be worth it to go back to basics, and build your “brand”.

So, what’s a brand anyway?

Your signature brand isn’t just your company’s function, name, or logo. Your brand should encompass everything about what your company does, how it does what it does, and why. Everything from your company’s signage to its voice and mission statement subsumed under the umbrella of your brand.

Why bother with branding?

Branding can go a long way in reaching and resonating with your customers and prospects. Without a cohesive and recognizable message, it’s easy to be lost in the sea of businesses and companies vying for attention. And in today’s fast-paced and tech-laden world, it only takes a second for a customer to lose interest and move on – all the more reason to be clear, forthright, and consistent. That way, your prospects can easily recognize your company, from logo to tone, messaging, and slogans. The more they recognize and remember you, the more they begin to trust you, and with trust comes a loyal customer base.

How your organization can build a brand

Building a brand may feel overwhelming at first. But you don’t have to be McDonalds, Disney, or Adidas to build a strong brand identity. Here are a few ways to start building and strengthening your brand.

Take up some space

To build a brand, you must establish a strong presence, whether online or in print or digital media. Fill out your website pages. Create a Facebook page. Purchase some advertising in a print magazine or online. Get out there and be seen!

Keep your messaging consistent

Creating promotional spaces and channels is just the first step. The next is to use them properly! Make sure your messaging stays the same across all platforms and advertising channels. Keep your logo the same, keep your brand’s colour and overall look similar, and always stay true to your company’s mission statement and core values. You want to ensure that your prospects can immediately recognize your organization, whether they come across your company while checking their email, browsing Facebook and Twitter, reading a magazine, or scoping out your website.

And finally, be honest

In both B2B and B2C industries, customers and decision-makers like to know the “why” behind your product. What gaps does your product or service fill in? What makes your organization different from the rest? The more they feel a personal connection to your company and your products or services, the more likely they will be able to ask for your product by name, and remember your brand when the time to purchase comes along.

There you have it – branding 101. If you are in need of help with your branding, contact us and ask about our services. From social media marketing and website design to email newsletters and print advertising, we can help you build a brand and be seen by those who matter. Give us a call today!