Why branding is a "need to have" not a "nice to have"
I can write the word “swoosh” and you will immediately think of the brand associated with that symbol. A single word and you not only know exactly what company I’m talking about but you also know their vibe, what they sell and probably who they are selling it to. That is the power of branding.
Now I come from the fashion industry where most things are “nice to haves” so I get the whole “why would I pay x amount of dollars just for something that looks good?”. And yet most of us still buy the $100 pair of leggings instead of the $10 pair, why? Because it makes us feel yummy. And it makes us feel yummy for a variety of reasons.
The $100 pair is made with higher quality materials, maybe even green materials. The $100 pair comes from a company that’s inspiring their community. The $100 pair fits like a glove and you never want to take them off. The $100 pair has a logo that communicates you are in a certain “club”. You think you’ll probably start going to more yoga classes if you buy the $100 pair. You know you’ll have an exceptional buying experience with the $100 pair.
And HOW do you know this?
Branding.
Sure you’ve probably done your research, read a few reviews, scoured their website, asked your friends about their experience. And during each and every one of these touch points their branding was giving you the same messaging...quality, comfortable and inspirational. Across the board whether it’s through their social media, their website, their stores etc. the message is the same, the feeling they invoke is the same.
Branding is the reason you go to lululemon to buy yoga pants instead of Nike. Branding is the reason you go to Nike for sneakers instead of Adidias. And branding is the reason your ideal clients are going to choose you instead of your competition.
I know what you’re thinking, “I’m not Nike or lululemon” (props, if you caught those two references) and possibly “this girl sure loves her athleisure” (fun fact: I worked for lululemon for 5 years and I hail from the land of Nike) and here’s what I say…
Branding isn’t just for the big dogs (although shoot for the fucking stars, why not be the next Nike or lululemon)
I love a good legging, so sue me.
Branding is a NEED to have not a nice to have for EVERY business regardless of size.
Let’s back it up a bit…
What makes something a business not a hobby? - SALES
How does a business get sales? - CUSTOMERS
How does a business get customers to fork over dollars? - The KNOW, LIKE and TRUST factor.
How do you build the Know, Like and Trust factor? - BRANDING
Branding helps people KNOW you, your company and what you’re selling.
You’ve got to stand out from the crowd. Period. Branding achieves this through storytelling. A logo can visually represent what your all about AND make you recognizable. The colors you use help tell your story through emotion, fire engine red is bold and vibrant while periwinkle blue is calming and serene. If you tell a strong story with your branding you will be memorable.
Branding helps people LIKE you, your company and what you’re selling.
There’s a principle in design that says we humans like things that are pretty or aesthetically pleasing more than things that aren’t. It actually goes as far as to say we perceive things that are aesthetic as easier to use as well (this is why Apple invested so much in making their products beautiful). Now we’d all like to think we’re above such superficial impulses but it’s just how our brains work. Branding, on a basic level, makes things beautiful and thus helps people have a positive response when coming into contact with your business.
Branding helps people TRUST you, your company and what you’re selling.
Consistency is queen when it comes to trust. You know that friend that is always there for you? The one that never tells your secrets, is always on time and knows you inside and out. Branding is like that friend. It’s always there with the same colors, fonts, graphic styles, messaging, user experience etc. so your customers trust you. And suddenly your brand is no longer just a logo or a product, it's personal.
Every time someone comes into contact with your company it is an opportunity for a branding moment. The instagram profile photo they happen upon in the “Suggested for you” section. The description that pops up in a Google search. The way the products are arranged in your brick and mortar store. The way you carry yourself, dress and speak in videos. The checkout page on your website. The cute message inside the box their order was shipped in.
If you take advantage of these touch points and turn them into brand experiences you will stand out, build a loyal community, make bank and we can’t forget, have an IMPACT.
Curious to know where we get all this genius? We gather our knowledge and wisdom from actual books *gasp*, the ever illuminating world wide web, trusted mentors and of course our own experience.
For an amazing design read check out “Universal Principles of Design” by William Lidwell, Kritina Holden + Jill Butler.
Photo credit: Kristian Egelund on Unsplash