How’s your day going? If you’ve been out and about, there’s a good chance that you’ve visited a business or two, whether it was to buy a coffee or to book a flight. There’s also a good chance that you chose those particular businesses because you recognized their branding.
When considering how to construct your brand identity, or undertake a web design, journey, it’s sometimes best to have a little help. A branding agency like The Good Marketer, for example, has expert knowledge of web design, what makes users tick when it comes to creating a comprehensive theme, and balancing CRO with your site (Conversion Rate Optimisation). All of this can be invaluable when weighing up your options, and how best to put your brand out there into the world.
In 2021, the right branding for your business isn’t just important – it’s essential. And, here’s why:
The Familiar Face of Business
Online and on the high street, there are now more businesses out there than ever before, meaning that consumers are spoilt for choice. While this may be a good thing for some customers, for business owners it presents a very real identity challenge.
Choosing strong branding for your business allows customers to recognize your business straight away. This is key as we humans tend to automatically gravitate toward the familiar when it comes to spending our hard-earned cash.
For this reason, it’s incredibly important that you not only choose the right branding but, that you also make sure that it’s 100% consistent across your whole physical and online presence. When you think about popular businesses like McDonald’s, Facebook, and Paypal, your mind will immediately conjure up an image of that brand’s logo or branding – and this is what you’re aiming for with your business.
If your business is online, then a big part of your job is to make sure that people can find you. A whopping 3.8 billion people perform internet searches each and every day and, only a select few businesses make it onto page one of Google.
This is where one of the most important aspects of your branding comes in – your company name. Choosing a brand name which is easy to remember is half the battle when it comes to making your branding work for you – and you get double points if you manage to incorporate this into an equally memorable domain name. Here’s an example; an internet user saw your online ad for your website building service yesterday, and, today, they need a new website. If the user remembers your brand name, they’ll pop it into Google and, hey presto, they’ll end up on your site.
If, however, they don’t remember your name, they’ll simply search website building companies – and receive 4,670,000,000 results in less than a second. Needless to say, your brand will be a needle in a haystack in this scenario and it’s unlikely that you’ll bag the customer.
Colour plays a significant role in your branding – and it’s not just about making your logo stand out. As human beings, we tend to associate different colors with different emotions and, so, picking the right one for your branding may well determine how potential customers see your brand. Below are some commonly used colors and their perceived meanings:
Blue – 33% of the top 100 brands use blue in their branding – for good reason. Blue is said to evoke feelings of security, responsibility, and confidence and, this hue is used to great effect by a number of leading brands, including IBM, Intel, Ford, and American Express.
Green – Green tends to denote a number of positive things including wealth, safety, serenity, and nature. It’s, therefore, no wonder that shades of green are used by lots of healthcare and wellbeing brands including Whole Foods, Landrover and TD Bank.
Red – Unlike the calming properties of blue and green, red tends to stand for passion and energy and, so, is often used by modern, energetic businesses such as Verizon, Coca Cola, and Toyota.
A successful brand needs to have a strong and consistent tone of voice throughout all of its branding and activities. For business owners, this means making sure that all communications, whether on the website, on social media, or in ‘real life’ follow the same tone of storytelling.
For beginners, a good branding agency will be able to help you to create your brand voice and will show you how to stay consistent with this.
When we talk about branding, we’re talking about all of the things which come together to make your company unique. For this reason, it’s impossible to stress the importance of getting your branding right straight from the get-go as this is, essentially, the DNA of your business.
As well as the basics such as your company name, logo, and color scheme, your branding should incorporate the things that are important to your business, such as sustainability, honesty and quality.