If you’ve hung around my site or blog for any period of time, it’s no secret that I’m passionate about branding. Branding matters. It’s a place where science and art meet and both sides of my brain are happy. It’s a vehicle through which companies can authentically connect with and serve their clients. It’s equal parts deep strategy and eye-catching design. It’s thoughtfully crafting each touchpoint of interaction with your audience so that trust can be established.
To me, these are enough reasons as to WHY branding matters. But let’s take a few moments to dig deeper on some very legitimate points as to the importance of a strategic, cohesive, consistent brand.
1. Branding matters because first impressions matter.
Studies have shown that it takes consumers one-third of a second to make a decision about a business.
You know what this really means, right? One-third of a second is not enough time to even REMOTELY have a consciousness about anything logical. We’re talking about EMOTIONS here!
People make very quick decisions about a company or brand based on that initial gut reaction. How your brand makes them FEEL. This is why the foundational strategy work is so important.
Throwing down a Canva logo or grabbing something cool off Creative Market is like trying to build a house with the roof first. People don’t engage with a brand because of a pretty logo, they engage with a brand because the first impression drew them in on a gut level. And the ability to engage your customer on a heart-felt gut level does not happen by accident.
2. Branding matters because intentional branding builds trust.
In a survey conducted, 81% of consumers said they needed to be able to trust a brand in order to buy from them.
Think about this in terms of your life. How do friends and family members build trust with you? It’s not because they showed up to dinner last week wearing an outfit that was perfectly spot on. I mean think about it. When your sister or your bestie nailed her wardrobe last week, your first thought was most definitely not, “Awesome! Now I’m SURE she’ll never let me down!” 😉
Same in business… A great looking logo alone does not build any sort of trust. Trust is built by being honest. Reliable. Being authentically who you say you are. Showing up. Having integrity.
This takes time. In the business world, it will be through multiple interactions with your brand that trust is established and built. That gut feeling we talked about above is the start. Repeated interactions with an intentional and consistent brand builds the trust. In fact, it is said it takes at least 5-7 interactions with a brand before a consumer even REMEMBERS them! If branded ineffectively, a company loses the ability to make those first 5-7 interactions memorable in such a way that trust is established.
The quickest way to sabotage this trust-building – which remember, 8 out of 10 consumers say they need before they’ll buy – is to have an inconsistent, haphazard, hodge-podged brand.
Think about the people in your life again. If your bestie showed up one day warm, friendly, engaging and fun… But then the next time you saw her she was cold, aloof, disinterested, curt… You’d be likely hurt and confused. Which one IS she? (lol)
Your brand is no different. A consistent look and feel is only part of establishing trust. How you interact with your clients at every touchpoint… How you communicate on social… How you answer your phone or take your calls… How you take them through a journey on your website… ALL of this has to be strategically tailored to meet THEIR needs and do so consistently in order for trust to bloom.
3. Branding matters because you’ll make more money.
This is huge, y’all!
This point alone should make you ready to hop off the DIY crazy train and hire a pro stat!
The ROI is huge. Brand consistency has been shown to increase revenue by 33%. Let me ask you… If you could make 33% more money this next year in your business, what could possibly cause you to say “no thanks” and continue to toil away, outside your zone of genius, and leave all that money on the table?
I’m passionate about not only providing top-notch branding and web design services, but also about making those things accessible and within reach. I do this by offering reasonable payment plans to all of my clients! And no… I don’t charge “more” for this service. My clients benefit from their new, profit-increasing brand immediately, and can pay off their services while reaping the reward of making more money! This has been a game-changer in my business and I’m telling you, my clients LOVE this option.
4. Branding matters because branded content can be more effective than advertising in a magazine.
This one fascinates me. The Content Council found that 72% of marketers agree that branded content can be more effective than advertising in a magazine. There are COUNTLESS entrepreneurs who think that if they can just go big, just get their service or product in front of the masses, that all their business woes would be solved. Visibility. Lots of eyes.
It seems logical, right?
But it’s not.
Because visibility alone does not convert. Visibility does not equal connection. Visibility does not guarantee to your audience that you GET THEM.
Strategic branding does.
Strategic branding focuses on the big, wholistic picture – Much like building a house. Visibility (aka, marketing) says “Hey look at my house!” whereas branding builds the house.
Without the who, what, when, where, why kinds of questions answered, visibility will actually end up confusing an audience rather than connect with them. And as they say in marketing, if you confuse them you lose them.
Branding matters. I work with entrepreneurs who generally have been in business for at least a short time. They know they’re onto something special, but they don’t know how to gain clarity or craft a brand that will move the needle for them. This is my zone, y’all! Brands connect people and done right, create trust and authentic community that is both lasting and rewarding. Are you ready to reach out to a pro and start a conversation? I might be your gal! Take a peek at my story or connect with me if you’d like to chat about how I can come alongside your business and help you move to the next level. ~Lyndsey