Branding is the process of creating a distinct image for your business, products or services in the minds of customers and stakeholders. It includes the name, logo, design and mission statement. Effective branding differentiates you from your competitors and creates a loyal customer base. It also supports your marketing and advertising efforts. According to a Zendesk study, 87% of consumers said consistent branding was important.
Brands are a way of communicating the promise that a company will fulfill its promises and keep its word. They are based on expectations and perceptions that have evolved over time, starting with the distinctive shapes of amphorae used for oil, wine, and fish sauce, to the way we see brands on products, packaging, services (legal, financial and medical), political parties and people like Katy Perry and Lady Gaga.
The best companies will use their branding to tell the truth about their products and services. They will not make claims that they can’t deliver on, because that will quickly destroy trust in their brand.
They will develop standards for their employees to follow, including how they communicate with customers. They will ensure that all marketing materials, including website, social media and email communications, are aligned with their brand. They will also develop brand guidelines that all employees can reference when interacting with customers, so they are all on the same page. This will help to increase consistency in the customer experience and will prevent them from feeling confused or misled.