What comes to your mind when you hear the word branding? Visual identity or logos are what you will see in my thought bubble. But what is branding really and how important is it in building a business reputation?
Branding is the creation of a significant and differentiated presence to help a business become more successful. It serves as the overall reputation of your company as a whole – from your people, products and services. It is your promise to your customers. Any organisation can benefit from its brand if that brand represents the company as reliable, credible and that it is meeting, satisfying and exceeding the needs of its clients.
To that end, do you realise the importance of your companys logo, website design and signage in branding your company? Would Nike be as memorable without its tick or Apple without its bitten apple logo?
Let me use Steve Jobs line which goes The chance to make a memory is the essence of brand marketing. I agree with him. Good branding involves emotions which builds the connection between brand and consumer or fan. That is what makes a remarkable and memorable trademark. Customers remember and buy products and services that satisfy their needs and make them feel better but branding is what gets you noticed in the first place.
In the aesthetics industry, the reasons why people come to you are very evident and obvious. But how do you convince them to come to your clinic if you dont have good branding and how comfortable will they be once they step in? If you get a high proportion of your business through referrals you probably already have a good brand, in terms of what you stand for as a company. Does your visual identity reflect that?
Your brand should help you stand out from and outshine your competitors. Your reputation is what builds engagement with your customers and what does the talking for your company, and why your customers come back and refer you.
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April 6, 2017