As I wrote in previous posts already, branding is more than designing a logo. Even a logo design is more of a complicated, complex process than the simple graphic work done by a designer. The end result needs to follow a vision, a basic self-expression of your business, that communicates the right message to your current and future customers, clients.
But even when you have this stage (logo) done the right way, the process and act of branding is not finished there. It is an ongoing (and, anyway, fun) process that needs to be tightly connected to your marketing efforts. In a successful business, branding and marketing should go hand in hand, in a conscious, planned way.
From this perspective, branding never has one goal, and never ends really. In other words, branding is a more or less complex way to the every day goal of getting new customers, keeping the old ones (make them come back), and ultimately, to put your business into the position of the go-to brand in your field, area and / or physical location.
This is where the importance of consistency kicks in.
Check these statistics from SmallBizGenius.Net :
Top Branding Statistics (Editor’s Choice)
- It takes 5 to 7 impressions for people to remember a brand.
- Color improves brand recognition by up to 80%
- 73% of consumers love a brand because of helpful customer service.
- Presenting a brand consistently across all platforms can increase revenue by up to 23%.
- 1/3 of the world’s top 100 brands include the color blue in their logos.
- 72% of the best brand names are made up words or acronyms.
- Brands with poor company branding pay 10% higher salaries.
- Over 70% of brand managers consider building an audience more important than converting sales.
- 89% of shoppers stay loyal to brands that share their values.
- Brands that blog generate 67% more leads.
These numbers are, in my opinion, the answer to startup entrepreneurs who don’t yet fully understand the importance of branding, and entrepreneurs who are already successful, but haven’t really focused on conscious branding in the past, or are still skeptical or confused about the subject.
If you look at a few numbers there, you can see that a lot of them is the result of consistency. Look at the first one: it takes 5 to 7 impressions of a brand to be remembered. This shows that, in the start, you will spend money that you may simply think is a waste, because it will probably not lead to instant leads, orders or purchases. But part of marketing, actually, a large part, doesn’t intend to generate sales instantly. If every branding / marketing effort’s goal was to generate instant sales, than it would be simply called advertising.
As Neil Patel says, there are companies that want (I’m not quoting accurately here, but you’ll get the point) $10 back after spending $2 on marketing, there are companies that, at first, okay with not losing money on marketing, but the most successful ones are willing to lose money in the start.
If you do the last version, you are doing something that probably NONE of your competitors do. This can give you advantages that none of them has. For example, brand recognition.
If you think about what I am describing here, you may sense that this process is a whole lot different than simple advertising. This is why it is called brand building. It’s similar to building a house. If you think about it, when you hire people to build a house that let’s say will take a month, you are not expecting to have a dinner party with your friends the second day, in your new, fancy living room.
But you understand, that if you pay those people and give them time, you WILL have a cool living room, and will be able to have a lot of parties and fun nights.
Have questions? Feel free to comment or contact me below!