Why Is Branding So Important?

by | Jun 17, 2019

First impressions are important, we all know that. That could be you walking into a room for a meeting. But, more than likely these days, the first impression of your company will be your online and offline branding. Website, social, leaflets, press ads, whatever.

Strong branding sets you apart from your competitors. It paints a picture in the customer’s mind of the kind of business you are, whether they realise that or not. The subconscious is a wonderful thing!

A cool brand identity isn’t just about pretty colours and fonts though. It is how you want your business to be seen. What is at the heart of your business? Who are you wanting to reach? What price point do you sell at? Your branding needs to reflect all of that.

Whether you’ve got a great business idea and want to launch a new company, or you’re an established company whose brand is tired and needs a refresh, we can help. Codebreak offers a range of services to make sure your branding delivers. Years in the game!

But this isn’t about us, it’s about you. So let’s share some tips and ideas. That’s what a blog’s about. Not selling.

Why is branding important?

What are the benefits?

Not only does great branding make your business stand out; it will immediately improve customer engagement. That first look at your website, logo or leaflet leads to a snap judgement. Do they stay on your website or bounce straight off? If you want potential clients to feel positive about your products or services from the off, clean branding is essential.

It’s about perception and building a presence. Perception is reality, whether you like that or not. To reinforce that perception and get people to know you and what you stand for, your branding should be consistent across all platforms. I’ve lost count of how many times I’ve seen see a business’s leaflet that is using a different font to their business card. Or even one shade of colour for their logo here and another shade there.

Imagine if McDonald’s franchisees were allowed to choose whatever shade of yellow they wanted for their golden arches? That reassuring consistency would be lost. You know McDonald’s, Apple and Nike by their branding. This won’t always be the case, but if the big boys are all doing something a certain way, us humble SMEs would be wise to follow suit.

Increased customer engagement then leads to increased customer loyalty. If a customer feels like they really understand and like your brand, they will stick with you. Meaning they’ll be much more likely to purchase off you again and recommend you to others. And word of mouth is the best form of advertising. Generating recommendations will always be more cost effective than generating new business cold. 

Getting it done right

There are plenty of online design platforms that can “do you a new logo” for a few quid. And that might be right for you. If money is tight and you need to launch now, OK, fair enough. But the caveat is that somewhere down the line you’ll probably need to get a re-design and proper brand guidelines in place that may work out more costly than if you’d done that in the first place.

If you are a brand competing on price, offering widgets at the cheap end of the market… again, getting a cheap logo could do the job.

Yet now and then we see “prestige” industries such as financial advisory firms trying to set up on the cheap. They are after high net worth individuals as clients yet don’t want to spend any money acquiring them. The two do not sit well together. Handing a poorly designed, flimsy business card to a high net worth individual whose money you want to invest…? Good luck with that 🙂

Perception is reality

I’m not saying having your brand designed professionally needs to cost the earth. Some agencies do charge a fortune… some worth the outlay, others just trying their luck. So you have to be happy and comfortable with what you’re spending. You need to have been assured that you are in safe hands and that everything will be covered. You will get a brand that appeals to you personally but that will do the job commercially. And a brand that won’t need changing in a couple of years’ time. On that note, do be mindful of design fads.

Your brand is your livelihood. You’ll have brand guidelines in place that show your team and suppliers how it is to be presented. Protect it fiercely, like Maccie Ds does. Don’t let anyone mess with your golden arches.

If ever you’d like to chat branding and design, do feel free to call the Codebreakers on 01743 491356 or send us an email.

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