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The importance of branding to a business

By Laurna Woods
Thursday, 23 February 2017

The impact of branding should never be underestimated.

A strong brand identity increases value, gives staff a sense of belonging and helps customers identify with a company and its products.

This goes beyond a memorable logo. Branding is everything.

The perception of brand is how people relate to a company’s reputation, advertising, logo and customer service.

Branding is what makes your business different to competitors. It’s a feeling. An image.

The benefits of developing a brand goes beyond attempts to improve profitability. It’s all about how to raise consumer awareness and stand out in the marketplace.

The digital communications revolution has made the consumer voice louder and more public. They can publish their experience of a brand and affect its reputation. So as well as creating a brand identity, a company must take good care of it.

When it comes to branding and its importance to a business, a strong brand does the following…


Improves recognition

This is generally all about the logo. As the face of the company, it’s how the consumer will know at a glance who they are dealing with. It should be simple, memorable but powerful.


Creates trust

Credibility, trust and respect arises from a professional brand. Emotional reactions are a big influence, and a company which shows itself to be strong and legitimate will win more business. Respect is the first step in making a solid brand, but a great one will also have Lovemarks.


Supports advertising

A brand gives focus for all advertising and marketing. It sums up what the company stands for, its personality and ethos. And this can be carried over into how the organisation is publicised.



Builds value

Companies which trade on the stock exchange will be valued beyond their assets. Much of this is due to their branding. Because a strong brand is money in the bank. It guarantees future business. It brings a better financial return.


Inspires staff

When employees understand the mission of an organisation they are more likely to take pride in their work and want to achieve goals. A strong brand is a company logo everyone can rally around.


Generates custom

There’s a reason it’s called a ‘brand’. Because it’s meant to leave a lasting impression on people, so they will recommend the company and its products. Word of mouth referrals are still the most effective advertising.


Contact us on 0800 612 9890 to discuss how to build your brand