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Why Is Branding so Important For Your Business?

branding importance

Creating a brand is great.

But to fully understand why it will bring value to your business?

That’s when you can slap a giant “S” on your chest…
…because you’ll be unstoppable.

In fact, branding is the secret weapon of most companies.

Want to know why?

Let’s dive right in…

The big day has finally arrived - our course How To Build a Successful Brand is officially live! 🥳 Enroll today to benefit from the $100.00 launch offer. But hurry, this exclusive discount is only available until June 21st, 2024!

1. Branding helps people identify and recognize your products and organization

A brand is more than just a name, a logo design, or a snazzy strapline – it is everything that encompasses your organization and helps to set you apart from others. For example, branding can be achieved through:

  • the visual identity of the brand (logo, website, and colors are just some examples).
  • advertising and communications
  • product and packaging design
  • in-store experience
  • pricing
  • sponsoring and partnerships

Think of a brand as a person. Each individual has their own personality, way of dressing, communicating, their own values, friends, characteristics, and story to tell. It is this that makes up who we are, and it is also these characteristics that make a brand.

A great example of a brand that successfully created a strong visual brand identity through its packaging design is Minute Maid. Back in 2009, they redesigned the packaging for their premium range of products to ensure that they were easy to identify on the shelf.

They created a coherent and unified look that is easy to recognize across the different product lines, countries, and cultures.


2. It’s what makes your company different from the competition

People don’t tend to have relationships with products, they’re loyalty and commitment is to the brand.  So looking at an example we used in the article “What is branding”.  If no branding were applied to the product of bottled water, your consumers would buy just water and any water, it didn’t matter which as they all look the same.

But with branding, you make your product different. It is the reason your consumer walks into the supermarket and purchases your water above your competitors.  And it’s not because it tastes different; it’s because they can relate to and are loyal to your brand. The promises you have made to them and the secret salesman packaging have resonated with this consumer, and they have chosen you.


3. Branding helps you connect with customers emotionally

Building a brand helps you create trust with your target market and brand loyalty, which keeps customers coming back. We’ve touched on branding encompassing a number of elements, and your values are one of them. These values are embedded in your brand, which then helps you create an emotional connection with people and how your brand makes them feel.

For example, you buy Nike because it will make you feel trendy and capable of doing anything. Nike represents specific values and communicates them to its audience effectively – a lot of our buying power is based on our emotional reactions.

4. It helps your consumers know what to expect by making your products easy-to-choose

Brands provide consumers with reasons to choose their products or services. A company that communicates a clear brand promise and actually constantly delivers this promise over time will probably build a solid number of loyal customers.

This is why strong brands are often perceived as “shortcuts” in consumers’ purchase decision-making process. A consistent and clear offering, together with a positive brand experience, puts the customer at ease because they know exactly what to expect each time they engage with the brand.

For example, when it comes to comfortable winter shoes, the first brand that will probably come to your mind is UGG. This brand specializes in offering “ugly” yet comfortable and warm winter shoes – and its customers love them for that!


5. Branding is the best strategy to attract top-quality talent

Employer branding is used to attract quality talent to your company and help retain your top existing employees. It helps your audience understand “why I should work for you” in a way that showcases your organization as a great place to work.

A great example of a brand that is good at attracting and retaining employees is Google. They make all their employee perks (nap pods, free meals, international careers) known over the web. Also, Google Career’s tagline alone, “Do cool things that matter,” could convince anyone to work for them.


6. It helps you build trust with many different stakeholders

Branding strategies are not only created to increase the number of customers of an organization or to attract top-quality talent. Branding helps companies shape their company’s reputation and attract a variety of stakeholders: customers and employees, but also investors, business partners, providers, governments, opinion leaders, purchasers, licensees, etc.

For example, providers like to work with companies known for their professionalism, investors will invest in companies with a good reputation – and so on.

You can read Coca-Cola’s stakeholder engagement strategy and see how they interact with every different type of stakeholder to improve their brand’s reputation.

7. It allows you to be clear with your organization’s strategy and stay focused

To build a successful brand, everyone needs to be on board.  From the CEO to the shop floor worker, everyone needs to believe in the same vision and the same purpose.  It is this drive that will also drive your business to success. If you have employees who really understand and believe in what they doing and why they’re doing it, their drive will come through to your customers. This is why it is important to have a clear brand strategy and provide every person working for your company with structured and detailed brand guidelines that will reflect the brand’s purpose, values, strategy, and communication codes.

According to Deluxe “Having a strong brand is like turning the company logo into a flag the rest of the company can rally around”.

Want to see an example of an organization that has a clear vision for its brand? Check out WWF’s brand guidelines.


8. Building your brand helps you grow your business

Branding is more than just a fancy marketing term. Branding for companies has grown in importance over the years, and for some, it is now even included on the balance sheet.

Why?  Because to have a valuable brand helps to develop a profitable business.  Yes, it will be adapted and modified over the years, but a strong brand that is able to adapt will survive any test of time and guarantee future business. Look at Coca Cola, Apple, and McDonald’s to understand the value of a brand. As well as allowing you to keep your loyal customer base, your brand strategy should also allow you to target and attract new customers. And therefore increase sales!

Furthermore, companies now look to buy or invest in other companies not for the raw materials or employees but for the value of the brand attached to it. “Your brand is the single most important investment you can make in your business”, Steve Forbes, American Publishing Executive.

See the most valuable brands of 2016:



Branding is more than a design on a product, a logo, or a strapline. It is about all of these things and more, customer experience, brand promises, company philosophy, and culture. It is all of the characteristics that make you you. Going back to the human example, every individual is different, unique, and has something different to offer. It is this difference that sets us apart. How this is portrayed and marketed is what makes companies leaders in their industry.

A branding strategy that is part of your overall business strategy – is certainly a strategy for growth and success.

Our practical course How To Build a Successful Brand is officially live! 🥳 Enroll today to benefit from the $100.00 launch offer. But hurry, this exclusive discount is only available until June 21st, 2024!

  1. An excellent article Amanda. Too many times we see new businesses rush off to reserve snappy domain names and develop artsy logos – BEFORE they really explore and understand their “internal” brand.

  2. Yes! Very insightful – excellent branding is often neglected, or reserved for something businesses invest in later, when in my option it should be the very first thing, especially if it is a product sales based business. You should check out this great read on the attention to detail on product branding, especially on oft-forgotten things like custom label printing:

  3. Branding is a must do for any business and should be done right because it speaks for your business, if you don’t know your way about it, you can hire some people to do your company branding at affordable price…Check this one out if you’re looking for such services https://bit.ly/karenbranding

  4. Pretty good! Understanding the importance of branding nowadays is more than necessary for every type of business. There are way too many competitors out there and the interaction with clients is no longer one way sided, so every business has to level up their game to stay competitive. Thank you for sharing this, keep the great work!

  5. Your logo design will make people instantly recognize it and associate it with your brand only. That is why it is worth contacting a team of professionals who can develop the correct strategy for the brand, create a unique logo and corporate identity for the brand.

  6. Thank you for explaining the rules. This article covers the principles of design, which arrange the elements of art into a composition.

  7. Amazing blog, yes, a brand can create trust, it should be unique. Thanks for providing us such a valuable post about building a strong brand. It is very helpful. Keep sharing more.

  8. Thanks for sharing such great content. Customers get to know about a brand through the help of Branding, hence it is important that branding takes the center stage, the brand’s move should reflect in every advertisement campaign, message, and channel.

    Branding helps set the tone for how the customers perceive the brand during a time. Taking the right actions and finding the correct message can be challenging especially in a fast-changing environment.

  9. Great Blog! Branding is important in making a company trustworthy and allowing customers to quickly recognize it. It also aids in bringing new customers to the company.

  10. Pretty well. The new competition is not between what companies produce in their factories but between what they add to their factory output in the form of packaging, advertising, services, customer advice, financing, delivery arrangements, warehousing and other things that people value.

  11. Thanks for explaining that being able to differentiate oneself from the competition should also be one of the goals of business branding. I will keep that in mind when getting business branded products in the future. I think that having freebies will be necessary in advertising my own business later on.

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