Why Branding Matters
A company is only as strong as its branding.
What do companies like Coke, McDonald’s, and Honda all have in common? Legendary branding. Everybody knows the Coca-Cola wave, the image of a smiling Ronald McDonald and that Hondas “last forever.” But these images and ideas didn’t just happen by themselves. They’re all parts of branding initiatives that take time and thought. Ronald would be just another Bozo if it wasn’t for the messaging and conceptual thinking that surrounds him.
Now you might be saying to yourself “they have money.” Sure money doesn’t hurt, but you don’t need the marketing budget of McDonald’s to create effective branding for your company. Even if you’re small, branding can make a world a difference. Here are a few reasons why:
1. The branding process can help you understand your customer better. While a thorough segmentation process is always best, things like top-level research and an online verbal cue analysis can help determine who your customers are and how they are communicating. This information is useful in creating messaging specific to your target audiences. This can also help determine how your customers feel about your company now, good or bad.
2. Strong branding creates an emotional connection to your company or product. Effective branding goes beyond a great logo, ad or website. Branding is all about what your company means to people. Another great example of effective branding is Disney. Whether it’s through a movie or a visit to a themepark, Disney equals magic. Through specific messaging, imagery and interactions, Disney is able to create an experience that people instantly recognize as “Disney.”
3. Branding helps tie all communication points together. Companies today have the advantage of getting their name in front of customers in more ways than ever before. Which means branding is more important than ever before too. Whether your customer is on your website, reading your tweets, in your store, or viewing your TV commercial, when branding is consistent customers will make reinforced connections to your brand at multiple touchpoints, increasing recognitions and making the relationship between you and your customer even stronger.Branding takes commitment. You can’t change it every three months and expect your customer to stick with you. But, you must also be willing to evolve your brand to reflect changes within your company and with your consumer – the Honda Element “Crab” campaign from a few years ago is still one of my favorite examples of reaching the audience in new ways while keeping the messaging consistent across multiple mediums.
At the end of the day, branding gives people a reason to choose you over someone else. And that’s what will keep your business alive.
About the Author: Holly Ringerud
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1 comment so far
Tak Hikichi says:
I don't believe a strong brand has be a perfect one. But many organizations get too scared to try new stuff, playing safe with their image. Michael Jackson was a great brand, yet full of flaws and often were the target of harsh criticism. But people liked him for who he was. He certaintly wasn't a perfect one, yet obviously had enough following and he served those wanted his brand.
What do you think?