Branding is Essential

Show me a red and white soup can and I'll think, "Campbell's." The golden arches? McDonald's. A red bullseye and a white dog? I'm ready to go shopping.

Branding is the art of creating a look and sound for your business communications that leave no need for words. An iconic image, a sharp color scheme, a style of writing - all help to identify your business among all the others that are offering the same products and services.

What do prospects think of when they have a need for your business? Is it you ... or your competitors?

Branding embeds your company in the minds of consumers, whether through a unified look, a catchy slogan or an advertising jingle. A consistent look, feel and voice for all marketing and promotional materials, including your logo, website and social media activities, provides a sense of familiarity to business prospects. It conveys professionalism, and it gives the potential consumer an identity with which to grow attached.

In other words, branding gives the customer a reason to like you.

A good brand appeals to your business's target audience. It calls to them through a combination of colors, words and design. It tells the customer - without an overt sales pitch - that your business is exactly what they need.

If you're targeting the rugged outdoorsman, branding yells, "Hey, over here!" If your business prospects are seniors, branding politely inquires as to their needs. Branding speaks for your business, and it is the strongest first impression for prospects looking for your business's services and products.

Branding your business isn't just important - it's essential. A clear, identifiable brand sets you apart from the competition and helps you stay in the lead. If you're first in the mind of the prospect when they have a need, then you have the first chance to win their business.