Why branding really matters
In a world saturated with content, the most valuable commodity in existence is attention.
The key to your business surviving is to win peoples attention. You would think that the simplest way to do this is to have a better product or service then your competitors. And that would be true, but there is something even more important, and that is branding.
Despite the “don’t judge a book by it’s cover” thing, we all do. And that is the reason why thousands of businesses fail every year. Sure, having a good product or service should be a given, but that alone is not going to make you successful. In the last 10 years I have seen hundreds of companies that have amazing products and services that are often 10 times better then those of their competitors, despite that these companies have all failed. This is because of the way they have presented themselves. The reality is, people shop with their eyes. And 9 out of 10 times people will rather choose the product in the better looking packaging, or the service with the better website. Even if these options are a bit more expensive.
While the quality of your product and service is important the more important aspect is the experience you create for your customers, and the way you make them feel about your business
Branding is at the very heart of this, a strong brand is ground zero for any new business. Establishing a strong brand identity is most certainly not just having a logo made. To develop a brand identity, you first have to craft a brand strategy. A good brand strategy explores and clarifies your businesses core values and essence. It then translates that essence into a coherent story. From there we use the art of design to find the best way possible to tell that story to your customers in a visual way. This includes but is not limited to: logos, colour palettes, websites, packaging, print design, social media, and more. It is very important that every point of contact your customer or potential customer has with your brand, looks the same and communicates the same message.
This is just part of the reason your branding is so important in your battle to stand out.
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FYI this story is originally from my website, see it here: standout.studio