At a conference in Dallas recently, a graphic designer from Kentucky and I sat down at a table where people were exchanging business cards. I took a look at his logo design, and he studied the name on my card.
“I understand that logo design. We’ve been in touch in the past,” I stated.
“That’s right. I know your name,” he said.
Although we weren’t able to pinpoint when or why we ‘d exchanged mail previously, we guessed it had been at least five years back. Neither one of us has a remarkable memory. Rather, he had produced a distinctive visual identity for his design services, and I had actually dedicated effort to connecting my name with imaginative marketing.
For a minimum of 5 years his appearance and my credibility had hidden in the other’s memory banks, while thousands or numerous countless other company identities had actually come and gone without leaving a significant trace. Why? Memorability. It shows an essential component of effective branding.
What is Branding?
Branding is the process of developing unique and resilient perceptions in the minds of consumers. A brand name is a relentless, distinct company identity intertwined with associations of character, quality, origin, taste and more.
Although many people associate brands with big companies, the smallest of business can utilize branding strategies with excellent benefits. When a home-based craftsperson ties a well designed tag on all her items telling the story of who she is and where her productions originate from, she’s branding her work. When the regional market packages groceries in bags bearing its logo instead of generic “Thank you!” or plain bags, it’s branding.
While we associate brands with nationwide names like Crest, Huggies or Healthy Choice, branding does not always require the monetary resources of Procter & Gamble. Branding does not even need a product or a concrete delivery system. When humorist Dave Barry proclaims in practically every column, “I am not making this up,” and describes “alert reader” so-and-so having actually sent in some news clipping, he is branding.
Methods of branding include association of a company with logos, unique colors, mottos, musical sounds or songs, uncommon qualities, mascots, packaging, a memorable name, behavioral hallmarks and a lot more.
Why Branding Pays Off
Time, cash and effort invested in branding returns often times over when the process plays out smartly. Here’s why:
1. Memorability. It’s easier to remember the top quality company than the “exactly what’s its name?” one.
2. Commitment. When individuals have a favorable experience with an unforgettable brand, they’re more most likely to purchase that product and services once more than competing brand names.
3. Familiarity. Psychologists have shown that familiarity causes preference, and this makes non-customers most likely to suggest a brand they know.
4. Premium image, premium price. Branding can lift what you sell out of the realm of a product, with clients going to pay more for the well-branded services or product.
5. Extensions. With a well-established brand, you can spread out the regard you have actually earned to an associated brand-new item, service or place more quickly
6. Greater business equity. Making your business into a brand name generally implies that you can get more money for the company when you choose to sell it.
7. Lower marketing costs. Although you need to invest money to develop a brand name, once it’s created you get a bigger bang for each marketing dollar utilizing it.
8. For customers, less risk. Individuals have the tendency to pick the brand-name provider over the no-name one when afraid of the consequences of a messup.
For those reasons and more, branding fattens your bottom line.