The importance of branding your business
Branding is an important base for your business, not only is it used to attract potential clients but it is also used to maintain clientele. Many people associate the concept of branding with graphic design, however it goes much further than that. With many likeminded businesses in your industry, your branding is what sets you apart from others and how the public perceives and recognises your business. There are many factors to remember when branding your business, each of these aims to create professional, interesting and recognisable branding to set your business apart.
Developing a strong brand identity is important for your business to become a success. Your branding creates an impression on the public; the impression your audience receives from your branding helps them to make the decision of whether they want to use your business or not. Your branding is how the audience will recognise and perceive your business. For example, a logo as simple as the letter ‘M’ is immediately noticeable as the ‘McDonald’s franchise. McDonald’s use simple but familiar branding in order to create a reputable identity. In order to create a good brand identity it is important to study the factors below and develop an understanding of your clients will perceive your business.
Colour perception and association is a key factor in creating good branding. Different colours create different emotions and it is important to know which colour suits your brand and the emotions you want to achieve.
Yellow – associated with optimism / clarity / warmth – used by McDonald’s, Shell, IKEA etc
Orange – friendly, cheerful, confidence – used by Fanta, Amazon etc
Red – excitement, youth, bold – used by Nintendo, Kellogg’s, Coca-Cola, Lego etc
Purple – creative, imaginative, and wise – used by Cadbury’s, Taco Bell, T-Mobile etc
Blue – trust, dependable, strength, networking, connection – used by Facebook, Twitter, LinkedIn, Dell, Nasa etc
Green– peaceful, growth, health, harmony – used by Animal Planet, Spotify, BP, Land Rover
Grey / silver – balance, neutral, calm – used by Apple, Honda, Mercedes etc
When picking a consistent colour for your brand it is important to recognise how your brand colour will make your audience feel. In a study, researchers found that up to 90% of judgements about products / services are based on colour alone. However it is important to remember that branding involves more thought than just colour.
Many big companies took their audiences experience with colour perception into consideration in order to create an identity for their business. McDonald’s changed their interior from red to green to create a more eco-friendly image. Despite McDonald’s being a fast food chain, selling unhealthy, fatty foods, by choosing a green interior they have created the impression that their food is natural. This matches their choice in marketing their product as eco-friendly and created with natural resources, urging their customers to forget that their products are unhealthy and tampered with.
The colour blue is most commonly associated with large social networking platforms such as Facebook, Twitter and LinkedIn. Blue represents trust, strength and connection; this helps to promote interaction as well as creating a safe feeling for their audience.
Your business is mostly judged and determined by the audience’s first impression; this is why it is important that your branding gives a professional impression. If your branding is messy, inconsistent and not well thought out, this will most likely be off putting for your audience, as they won’t take your business seriously. Your branding represents your business as a whole and you want to ensure that you receive a positive attitude towards it.
In order to create a consistent, professional brand many businesses opt for a professional to research, design and create for them. If you are choosing to take on the task of designing your own brand, you must keep in mind that your branding must remain professional.
Here are some tips to create professional branding:
- Consistency is key
- Research your competition
- Build a familiar presence
- Create a good online presence
- Ensure your branding is clean, simple and recognisable
- Make user experience personal & memorable
Base for marketing
Once you have created recognisable branding, you can now begin to market your business. When marketing your business online, it is important to remember that your branding must remain consistent. Marketing your business online can help your reach a wider target audience, like your branding, each viewer will still judge your social media based on it’s professionalism, identity and the feel the brand gives them. Consistent use of colours, images and text can help your brand to become instantly recognisable and trusted. Your branding represents your entire business so ensure you consistently use it when marketing.
If you don’t believe your branding is effective, it may be time to look at rebranding your business. Rebranding can be an exciting opportunity for your business, giving you a new opportunity to attract different audiences. Many large businesses look at rebranding when they feel as though their company’s impression is changing. However, rebranding can be a potentially difficult move as you may risk losing loyal consumers. When rebranding your business there are many different aspects to consider, marketing rebranding in an effective way can create excitement amongst current and potential customers.
If you are looking to rebrand / create a brand but are unsure of how to or where to begin, we can take the stress off of your shoulders and create consistent, professional and recognisable branding for your business.