Though a seemingly simple concept, a brand can be a tangible representation of your business. When you hear the word “brand”, a company’s logo or tagline might come to mind. Each of these aspects are, in fact, a part of a brand, but only when combined and with other necessary elements. Alone, no single part constructs a brand as a whole.

What is a Brand?

As a concept, branding is often confused with marketing or advertising. Although branding can be a technique that marketers and advertisers use, it is only a small part of the process. While these terms are similar, they are not synonymous and should not be used interchangeably.

The process of creating a brand can be daunting, but branding yourself or your business can add credibility and value. A well-crafted brand prioritizes a company’s mission and values and shares these aspects with their audience. You can show consumers that your company cares about creating a positive image by designing a consistent and authentic brand.

Ultimately, branding is a long process that seeks to create a recognizable identity for an individual or business.

The Purpose of a Brand:

Create an identity

A brand can present itself as a visual form, but it also represents a figurative image. A brand embodies how an audience sees the company and how the company sees itself. Essentially, it is a defining part of any company. It represents who you are and what you want to be known as.

When your company creates an identity it is important to stick with it. According to Forbes, consistency is the key to making a brand memorable in the customer’s mind. Producing content that matches your brand will allow you to communicate a clear identity to your target demographic.

Send a message

A brand is an extension of you and your company. Brands convey messages to not only the company’s audience but to the competition and even internal employees as well. This can occur when a business provides a representation of how your company operates. These messages are typically consistent with the core values, principles, and culture of any business that are clearly defined by their brand. They also provide a company with the opportunity to present itself in the best way.

One of the most effective ways to convey a brand’s message is through social media. Social media allows a business the chance to accentuate their brand and communicate the meaning and purpose of a brand in more detail. Every platform provides a unique opportunity for your business to effectively convey messages, your brand, and connect with your target audience.

Provide motivation

Whether you know it or not, your business likely already has an established brand which works to provide a road map for the company. Every road map helps guide employees and consumers to understand the image of the business through the established standards. This creates an overarching persona that people can recognize and look to for motivation and direction.

Employees are not solely motivated by a salary which means that companies need to provide another form of motivation. Employees typically find satisfaction in a job that is relevant, fulfilling, and meaningful. Companies create that meaning in the jobs they offer by effectively communicating the purpose behind what they do. The brand does the communicating.

Form a connection

Brands also work to connect a company to its audience. This is largely because audiences feel a personal connection to brands that resonate with them. When you effectively connect with your audience, you establish a relationship. These relationships build trust and credibility for your business. This also helps establish your audience as loyal customers which means they will continue to support your brand for extended periods of time and will even encourage other people to support your company.

Brands are Integral

The entire customer experience can be considered a part of your brand which is why it is important to make the customer feel like a priority. The consumer experience includes talking to a representative, purchasing something from a website, visiting a brick and mortar store, or viewing your logo on a billboard. When creating a brand, remember to consider these factors from a consumer’s perspective. No matter how hard you try to create a reliable and trustworthy brand, the consumer ultimately has the last word in dictating the reputation of your brand.

Why is it Important?

It is important to design a brand that encompasses a business’s values because it is the driving force behind a company’s actions. Without a brand, a company cannot distinguish itself and, therefore, will fall far behind in its field. Brands are vital to a company because they provide a reason for what they do and motivation for the employees. They also help establish expectations for you and your audience while enabling your business to distinguish itself from the competitors. Overall, a brand depicts how your audience identifies you and it is a true representation of a company.

Auburn Advertising, a public resource from Inner Spark Creative, aims to provide insight into marketing strategies, techniques, and the overall industry. This is why we know that branding can make or break a company. Brands are an essential part of any business, and at Inner Spark Creative, we know how to create a memorable and relevant brand that will have a lasting impression on your audience. We will work with you to help you define your target audience and design a successful brand that is unique to you.