What Is the Importance of Branding for a Small Business?

Let's take a moment and think about recognizable companies. The one thing they all have in common is an identifiable and recognizable brand. Today, we want to explain the importance of branding, even if you're a small business just starting out.

Picture a red target. A big, white check mark. A green straw.

Now, which companies come to mind?

If you answered Target, Nike, and Starbucks, you're right on the money. And so are they.

If you're asking yourself, "why is branding important to customers?" you'll find the answer in these three giants' branding strategies: recognition and value. The sheer power of branding alone creates and communicates those two powerful elements.

Want to learn more about the importance of branding in marketing your business? Read on.

Finding Your Ideal Clients

The next time you watch a commercial for a prescription medication for older people, take note of the music in the background. Oftentimes, it's music from the 50s and 60s, placed there to appeal to the emotions of their target demographic.

Knowing your audience is key when it comes to branding. It's the only way to unlock the full power that branding can offer your business. Here's an example.

Say you're an app developer trying to brand your new fitness app. Your target audience is fit men and women between the ages of 22 and 35-- this is the demographic that's mostly been downloading the app.

You'll likely want to use fresh, inspiring, natural colors that both genders like. Think light colors, greens, and blues. Moody colors like brown, dark blue, and beige don't convey the feeling of physical fitness, do they?

This is one example of how your branding is essential for appealing to your target demographic. After you nail down your target demographic, consider what they'll respond positively to.

Conveying Your Value

Besides appealing to your target audience, conveying your value is one of the most important functions of branding.

What's the difference, to a consumer, between generic graham crackers and brand name graham crackers? Does the consumer have any reason to believe the generic crackers aren't as good, or that the brand name ones are superior?

No. They haven't done a taste test; they have nothing to go off of for comparison besides branding.

A brand conveys authoritativeness. It tells the consumer that the product isn't like the rest. The product is set apart through specific brand values.

That's why it's so essential to consider what makes your brand special as you go through your branding process. Why will your customers reach for your product instead of your competition's? What makes you different, better?

Along with appealing to your target demographic, this should be the basis of your brand platform. Don't define yourself by what you're not. Define yourself by what you are.

The Importance of Branding for Your Business

Now that you've read up on the immense importance of branding, you're ready to dive into your own brand strategy! Do you have your color scheme picked out? Do you know what sets you apart?

If you don't know where to start, we can help. Get in touch with us today so we can help take you from generic to best on the shelf!

Keyword(s): importance of branding

About the Author:

Jason Katsoris

Owner of Holyoke Marketing Company

Jason is a jack of all trades as he has experience as a web developer, account manager and marketing coordinator. He graduated from American International College with a Masters of Business Administration in 2012. Jason dabbles in just about everything from designing websites to creating high converting email marketing campaigns. He has experience working with Adobe Creative Suite, Google Analytics and DiVinci Resolve. Outside of work, you can find Jason outdoors, skiing, or hanging out with his German Shepherd.

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