Business success is often affiliated with strong brand identity. Effective branding is imbued in how well you convey the core values of your organisation and what distinguishes your products and services from those of your competitors’. In essence, what makes you the better choice for consumers?
Establishing a unique brand identity
In order to gain a sizeable initial foothold in the marketplace, your brand image planning must begin from the inception of your business.
How you want your clients and competitors to view your organisation should underpin your organisation’s brand identity. Whether you are adventurous and creative or ambitious yet dependable, you need to communicate the qualities that best suit your business.
Your full brand experience must be able to instantly inform potential customers of what kind of business your company is. This includes everything from the messaging and tone of your voice, to visual elements such as how the logo is designed and the colours, patterns and illustrations used.
The logo in particular is the most integral element of branding and should perfectly encapsulate just what your business stands for. For this reason, a professional logo design needs to be impactful and instantly recognisable, making a lasting first impression on viewers. Think of the legendary Nike Swoosh and its unmistakeable curved silhouette that draws buyers.
A positive brand image is imperative for a business to gain recognition among consumers. Given an increasingly competitive global market, how your brand sets you apart from hundreds and thousands of similar organisations out there is contingent on your branding prowess.
Branding and business value
Increased business visibility effectively gives rise to a steady stream of clients who are inclined to do business with a company they are well-acquainted with. This can be attributed to the higher perceived equity that comes with having a strong brand identity, which is best demonstrated in Apple’s successful branding strategy.
The Apple brand personality is designed to convey desire, ambition and hope, alongside the empowerment of people through technology. Apple champions simplicity, using their luxurious user-centred designs to remove complexity from people’s daily affairs.
By embodying these qualities, Apple is indicating to their consumers that it resonates with them, effectively forging a significant relationship between both parties. Apple is therefore positioned as a customer-centric brand that strives to help customers achieve their goals.
In this scenario, the strong emotional attachment between Apple and its consumers helps to increase sales and retain the loyalty of existing Apple users, who actively seek out the brand as it aligns with their personal values and beliefs.
The perception of higher quality through strong branding consequently accounts for the greater loyalty, demand and price premium of Apple’s hardware products compared to that of its competitors’, despite boasting similar features and functionality.
At the same time, a well-established brand can further drive referral business through word of mouth, thereby increasing revenue along with profits.
Employee engagement and branding
An effective brand strategy may be the hallmark of a successful business but this cannot happen without its employees functioning as the backbone of the company. That said, having a strong organisational presence can engender a more productive workforce.
Your employees are likely to have more faith and truly stand behind an established brand, where they are passionate in the work they do and are proud of the company they represent. This in turn increases their job satisfaction, resulting in significant productivity boosts.
Working in an office that reflects your brand also strengthens employee engagement by promoting their sense of belonging in the company. This can be achieved through the strategic incorporation of your company logo along with motifs and colours that represent your brand throughout the workplace.
A reputable and financially stable company simultaneously attracts top talents which comes full circle in ensuring business prosperity into the future.