The Importance of Branding in Your Marketing Strategy


Published: January 9, 2017 Author: Jason Holicky - Hometown Design Studio Inc.
The Importance of Branding in Your Marketing Strategy

From the smallest local businesses to major national companies, branding is an integral part of a successful marketing and advertising strategy. Without a consistent, recognizable brand, your company blends in with the rest of the competition, and you simply become a provider in your industry. Here’s what you need to know about branding and why your business can’t skip this essential component.

What is Branding?

Let’s start with the basics: branding is much more than simply naming your brand or designing a logo. These steps are an important part of building your brand, but branding itself is a bit more involved. According to Entrepreneur, branding is the promise you make to your customer. Branding tells people what to expect from your products and services and defines what sets you apart from the competition. Branding defines who you are, where you are going, and how people will perceive your company.

What Can Branding Do?

When you compile your company’s reputation, look, feel, advertising, and customer experience into a public persona—or brand—you provide people with a shortcut to answer many of the questions that arise when people decide where to spend their money:

  1. Who Are You?

    People are wary of doing business with an unknown company. Brand recognition is an important part of the decision-making process, and branding will help people quickly identify who you are, what you do, and why people should choose you.

  2. Can I Trust You?

    Just as your outward appearance affects your trustworthiness, so does your company’s. You wouldn’t show up on a sales call in ripped jeans and a stained shirt, and you shouldn’t send your brand out in that condition either. When your business looks polished, professional, and legitimate, trust will follow.

  3. What Are Your Values?

    Today’s consumers are picky not only about products and services, but also the values behind the companies they choose to do business with. They want to be sure your charitable efforts and community involvement are aligned with causes they support. Your branding can help convey the message that you are a positive influence in the community—whether it’s the local baseball team or the global community.

More Green in the Machine

A successful branding campaign will also positively affect your bottom line in two important ways. First, a strong brand provides consumers with the confidence they need to do business with your company in the long term. This faith also applies to investors and lenders—people you will want to have on your side as your company grows and expands. 

Successful branding also inspires people: both your customers and your employees. When people believe in your message and identify with your values, they will take pride in their decision to align themselves with you. Whether this is by becoming a regular customer or a long-term employee dedicated to your success, the people behind your brand will help you reach your goals.

Next Post: What is a Brand Audit (And How to Get One Started)


Categories: Branding
About the Author

Creative Director Jason co-founded Hometown Design Studio of New Lenox, IL in 2013. He spends his days guiding and consulting industrial clients and small businesses owners on their marketing strategy and projects. Jason enables everyone to be successful and grow their business by sharing his knowledge and experience.
Branding builds trust and trust leads to sales. Our branding strategies will help you grow.

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