Letâ€™s assume youâ€™re thinking about a branding exercise; youâ€™re ready to think aboutÂ brand behaviours, what the brand believes in, a look and feel, your tone of voice andÂ what makes your brand different. Then you think, why bother?Â Here areÂ 5Â top reasons why branding is important (spoiler alert: #5Â is killer):
1. It drives your people
If you have a set of behaviours and beliefs you have a system by which your peopleÂ can deliver the brand experience you want.
- Is fastidious attention to detail essential in your architects practice to maintainÂ thatÂ 100% project accuracy score? No one likes making errors, but we go theÂ extra mile.
- Brave, pioneering thinking at your agency the norm, while just doing the job isnâ€™tÂ whatâ€™s expected? Your people need to know.
Just as the examples above outline what people needÂ to do when they are in role, aÂ clear brand strategy sets the expectations of the type of people the company need.Â Recruitment gets easier when you know the brand experience you need to deliver.
2. Itâ€™s the message
Brands have a story. They have a background, a wayÂ of doing things and things theyÂ do different that sets them apart.
That story and those benefits work within your brand plan and should make their wayÂ into your messaging, headlines and About Us pages.Â Done right your brand plan is aÂ ready to go messaging plan that you can use in yourÂ marketing and promotion.
People want to know about the brands they work with, buy or use. Just as buying anÂ Apple product means something to people, the choiceÂ of that mega accurateÂ architect or the ideas rich web agency says a lot about the choices you make to yourÂ boss.
3. It makes marketing plans easier
There are lots and lots of things you could be doing to promote your businessÂ beyond the must have web site. Planning activity beÂ comes far easier when you haveÂ a set of brand behaviours and goals to work with.
A brand that believes in supporting entrepreneurialÂ spirit and British business finds itÂ easier to narrow down sponsorship opportunities. AÂ â€˜Best new start upâ€™ competitionÂ VS. a programme sponsorship at Ascot becomes a no brainer.
4. It makes briefing new work better
That logo refresh, new website or brochure design all become far easier if your tone,Â look and brand personality have been nailed. Font selection, colours andÂ photographic styles can vary greatly to create veryÂ different impressions.An uber cool, contemporary or traditional businessÂ would all look very different. AÂ safe and dependable business will choose a look thatâ€™s very different from aÂ maverick or cutting edge firm.
These are all descriptors that help tell a designerÂ which direction to take, andÂ invariably they will work in combination with otherÂ personality traits. Think of themÂ working like navigating dials, that set direction and can be switched up or down. Itâ€™sÂ amazing how many businesses or organisations undertake work without a clearÂ brand direction in mind. Nailing it really helps.
5.Â It drives habit
If your business consistently delivers its brand plan across the multitude of ways itÂ touches customers, it will be remembered. Then it can be talked about. You getÂ referred.Keep delivering your brand promises and people comeÂ back for more. They keepÂ remembering you. They know what to expect and itâ€™sÂ one less thing to worry about,Â so you become an automatic choice.