INVESTING IN YOUR BRAND: 7 RULES FOR LONG-TERM SUCCESS
In building a business, there are the usual steps to get started: do your research, make a business plan, arrange your finances, register your business, etc. While these cover the administrative side of developing a business, what about developing a brand? While some may be inclined to get a cookie-cutter logo from the various logo generators out there, those that truly want to succeed will prioritize their company branding.
Hiring a brand designer is not a cost, it’s an investment. Here are seven reasons why investing in your brand will bring long-term success.
1. PROFESSIONAL BRANDING ESTABLISHES CREDIBILITY
If you’re given the choice between two plumbers to hire, one of whom has a logo, a beautiful website and professional email address to match versus someone who has a business card with their name and number on it, nothing more — chances are you’ll probably hire the first candidate.
What company branding does, whether you’re an individual or a team, is it makes you more trustworthy. It immediately demonstrates that you’ve invested in your business and are a professional in your industry. Having professional branding is the easiest way to establish credibility.
2. INVESTING IN YOUR BRAND SHOWS YOU’RE SERIOUS ABOUT THE SUCCESS OF YOUR BUSINESS
To prospective clients or customers, when they see that you’ve spent time developing a brand for your company, that immediately conveys to them that you’re serious about your business. It provides a sense of trust in you that you do things carefully and deliberately. And when you develop a brand identity with your ideal customers in mind, it will resonate with them in a way that will continue to attract more of those same customers.
3. COMPANY BRANDING ALLOWS YOU TO DIFFERENTIATE YOURSELF IN YOUR INDUSTRY
No matter what industry you’re in, there are countless other businesses like you. By investing in your brand, you are giving yourself the opportunity to create a visual identity that is unique to you and sets you apart from the crowd.
Working with a professional brand designer, they’ll work with you to create a brand strategy that aligns your company values with the needs of your target audience. They will also help you avoid cliché designs, instead, developing a brand that speaks to who you are as a business, putting your uniqueness in the spotlight.
4. INVESTING IN YOUR BRAND GIVES YOU THE TOOLS TO STRATEGICALLY TARGET YOUR DREAM CLIENTS
Developing a brand is more than just designing a logo. The best brand designers start by working with you to define your business’s purpose, goals, value proposition, and target audience. This preliminary branding stage serves as a guide to ensure every creative choice in designing your brand aligns with those core principals.
Investing in your brand means understanding your target audience. By positioning yourself in the mind of your customer, you’re able to build a brand that will speak to them because it’s been designed with them in mind. When you spend time getting to know your target audience, you will have a clear foundation for your entire business.
5. PROFESSIONAL BRANDING ALLOWS YOU TO CHARGE A PREMIUM
It’s no secret that people will pay more for a brand name. Whether it’s brand name clothing or brand name medication, strong brands earn brand equity. Investing in your brand builds a level of trust and credibility with your audience and when you incorporate consistent branding into your everyday business, your perceived value increases.
Think back to our earlier example of the two plumbing candidates. I would imagine you would be willing to pay more for the services of the plumber who had professional branding.
6. INVESTING IN YOUR BRAND MAXIMIZES YOUR EFFICIENCY
Investing time to develop a brand strategy will help you maximize your efficiency. By having a clear set of rules and guidelines steering your business, you’re not wasting time on ideas that won’t serve your brand. Any new idea you have should always be referred back to your brand strategy to see if it aligns with your core values and purpose.
7. YOU GET WHAT YOU PAY FOR
As with anything, if you opt for the road less expensive, you can expect the results to reflect that value. You should now understand that investing in your brand, when done properly, is so much more than selecting a logo to affiliate with your company. While you may be able to get a logo for $100 on platforms like Fiverr, the process does not compare to working with a professional brand designer who will design strategically and purposefully for your business. Not to mention, the likelihood you will need to rebrand your business in the future.
Working with a brand identity designer will elevate your brand by giving it the strong visual components it needs to truly resonate with your target audience. These seven benefits prove that your branding return on investment results in increased brand equity and long-term success.
I have helped my clients craft their brand by asking the right questions and digging deep on who they are as a business. I believe that when done with intention, research, and a mindful approach, your brand can boost your business's credibility while you grow.
Is the success of your business reflected in the strength of your brand? Let's chat!