What is a brand?

(Skip to the last sentence if you're in a hurry!)

A brand is critical to your business. It is how your business represents itself or, more importantly, it is how your audience responds emotionally, when they have any form of interaction with you.

Whether buying your product or service, seeing a message on social media, visiting your website, or even just passing your business premises. These are all opportunities to influence how current and future customers perceive what you do and its value to them.

Your brand is what you do, how you do it and why. It gives customers an idea about what they can expect from you. It is more than just a logo, however, your visual branding has a powerful influence on how your business is understood. What makes you different, and where you sit in the market compared to your competitors.

“Your brand is the single most important investment you can make in your business.” - Steve Forbes

What can branding do for your business?

Strong branding will drive new customers to your business. It will reinforce the value of what you offer. It will increase consumer awareness and deepen your relationship with existing customers. If your visual branding is grabs attention, it increases the chance of people remembering it even if they are not ready to use your services immediately.

Is branding the same as advertising?

Branding and advertising go hand in hand. If you want better advertising for your business, you need to work on your branding first. Branding informs the style of your communications. If advertising is your message, branding is how you deliver that message.

Is branding just for external communication?

Although branding helps create loyal customers, it also has a role inside your organisation. It can instil a sense of belonging and clarity around what your business stands for. It stands to reason that what you say about your business to customers should reflect how you talk about it internally. Your branding is the entire identity of your business.