What is branding and why is it important?

What is branding and why is it important?
Time to read: 7 minutes
Branding is much, much more than a logo and a tagline. It’s how your audience connects, identifies, and engages with you. That sounds really fluffy β€” but everything, from the colours and shapes you use, to the language you communicate with, sends your audience different hints and messages that help them identify with your brand. It’s how you create experiences, differentiate your business, and get recognised β€” whether it’s in the aisle of a shop, on a billboard, or on a Google Search Results page, You need the right branding strategy and an understanding of what your brand needs to be, to really succeed, though.

We're taking a look at what creates a brand, why it matters, and how you can create a successful brand.

Good branding matters.

What even is branding? 🎨

Branding is your business’ personality.Β 

It’s your visual identity β€” as in your logo, colours, and fonts.

It’s your image β€” how you want to be perceived and the messages you communicate to your audience.

It’s your brand voice β€” what your personality is and how you talk to your customers.

It’s your brand values β€” what your company culture is like and how you engage with your audience.

And it’s your positioning β€” where you sit in the market and within your industry in terms of accessibility, price point, quality, and more.

What's the difference between branding, marketing & advertising? πŸ”Ž

Branding, marketing, and advertising are allΒ kind of connected, and as a business owner, you probably often hear these discussed in the same contexts β€” making it a little confusing. While they all coexist and are all essential to growing your business, they’re each a bit different. Your branding is your identity β€” the identity of your business and products. It’s the foundation of your marketing and advertising. Marketing is your broader strategy to get more customers. Think elements like your website, content, social media, and more. Advertising is a specific tactic within your marketing strategy. It can be traditional, like TV and radio advertising, or it can be Google Ads, Facebook Ads, Instagram Ads, and even TikTok Ads. Marketing and advertising tactics are only as successful as the branding itself. It informs how you communicate your message, what your ads look like, and how it all feels.

The components of your brand

When we talk about branding, it can all feel really fluffy. It’s not, though.

Branding, when done right, is really strategic. It’s about understanding your ideal customer, who they are, and what they identify with, and then serving up a brand that aligns with them.

Your brand needs to appeal to your audience and feel accessible to them. There’s a reason luxury brandsΒ look like luxury brands.

So, what exactly makes up a brand?

Visual identity

Your visual identity is exactly that β€” the elements of your brand that make up what itΒ looks like.

So, your visual identity includes these elements:

Brand voice 🎀

Your brand voice is the personality, emotions, and general vibe that comes through your written communications. So, in your website copy, your social media captions, and the emails you send your audience and clients.

Your brand voice includes these aspects:

Brand values

Your brand values aren’t just words to pop on your ‘About Us’ page.

Especially in the context of your branding, these should inform how you market and advertise your brand, and how you communicate with your audience.Β 

People are now, more than ever, trying to align with brands that share the same values as them.Β 

So, communicating your brand’s values through your messaging and in how you communicate can help your audience align themselves with you.

Brand positioning πŸ†

Your brand positioning informs the rest of your branding elements. This is about where you sit in the market and in your industry in terms of quality, trust, service, consistency, and more.

When you think about these kinds of qualities, it’s natural to say, “Well, we want to be the best at everything.”

But the fact is, you can’t be the cheapest product on the market while offering the highest quality, and a second-to-none customer experience.

And consumers know that.

This is where you need to look at your products or services and really understand what your Unique Selling Proposition (USP) is.

It’s going to inform every other aspect of your branding

Branding is really important for your business. Here's why πŸ‘‡

So, you get all the different elements that create your brand now. And you get how that plays into your marketing. But why does it matter to your business?

Strong branding helps with recognition πŸ‘‹

A brand that is strong and really well done will be recognisable and familiar. It’s a really obvious example, but there’s a reason kids in the backseat can spot a McDonalds a kilometre away. The golden arches are a great example of strong branding and its impact on customer perception. Now, small to medium-sized business obviously aren’t going for a McDonalds level of recognition. But you do want to create a positive customer perceptionΒ β€” one that helps you stand out from your competitors especially. And you want to be recognisable.

A well-defined brand boosts customer loyalty & trust 🀝

A strong brand is essential to make sure your customers (and potential customers) understand who you are and what you’re all about. With branding, the more consistent, the better, and by having a brand that communicates the same message, USP, and feeling across your website, blog, social media, and anywhere else, you can build loyalty and trust. People trust what they’re familiar with β€” so make your brand one to remember.

It sets you apart from your competitors πŸšΆβ€β™€οΈ

A good brand created with the right strategy can help you stand out from your competitors.

This is great for the obvious things like brand recognition and sales, but it can even be a factor in helping you recruit better talent.

A unique brand that your audience identifies and engages with is a game-changer for your business.

So, what makes a successful brand? πŸ“ˆ

We’ve talked a lot so far about what branding is and why it matters. So, what makes a brand successful? Well, it’s all of the elements of a brand coming together cohesively in a way that resonates with your target audience.

Here’s what makes a successful brand.

It tells a good story πŸ“•

Your brand story, or more specifically, your ‘why’ for being in business, can help you connect and engage with your audience.

Humans love stories and sharing yours is a great way to connect with your audience.

Speaking of, have you ever read our story?

The benefit of choosing you is clear

We touched on your Unique Selling Proposition (USP) before. Your branding should make the benefit of choosing you clear. Whether it’s quality, value for money, fun, or your care for your customers.

For decades, Bunnings repped the slogan, “Lowest prices are just the beginning.”

They pivoted back in 2020, saying that the rise of online shopping had made that… Well, slightly less true.Β 

Now, they say, “Real warehouse, lowest prices.”

It’s a nod to their original tagline and it’s an updated approach to their USP.

The visual elements are distinct & aligned

You should have a memorable logo with unique colours. Distinct elements can help you stand out from your competitors.Β 

Businesses that go against the grain (even slightly) can really reap the benefits when it comes to their brand.

A massive Aussie brand, Go-To Skincare launched a peach-coloured line at a time when the rest of the market were sporting different shades of pink and they shot to popularity.

Cadbury’s distinct purple stands out in a sea of yellow and red in the confectionary aisle.Β 

It resonates with your target audience πŸ₯°

Your brand should be created with your target audience in mind. It should walk and talk how they do β€” or in a way they like, at least. You can’t pick your entire target audience’s favourite colour. But we know that pastel colours align with young people who are more feminine, black and gold tend to align with an upmarket audience, and bold primary colours send a more ‘universal’ kind of message. A lot of business owners play it safe when it comes to their brand voice, to try and appeal to everyone.Β The fact is, a voice that sounds more like you is probably more likely to connect with the right audience. By understanding who your audience is, you can cater to them in your visual brand identity and your brand voice.

Your brand is your digital marketing strategy's best friend. Here's why 🀝

Digital marketing strategies call for really great, solid brands. The stronger and clearer the brand, the better the marketing strategy.

Here’s why the two are so important together.

It directly informs you communicate (and therefore, convert)

Your brand, in particular, your brand voice, is how you communicate. A good brand voice that is clear on its USP and its audience is set up to convert your audience into customers.

A good brand voice creates consistency across all of your different channels, making your communication clear, schmick, and conversion-worthy.

It boosts customer engagement πŸ’

A good brand will evoke an emotional response that encourages people to engage with you. Better engagement makes for better results in your digital marketing.

And importantly, an engaged audience is one that’s more likely to buy from you β€” even if it’s a little further down the line.

It boosts trust & credibility πŸš€

We’ve touched on this earlier in the blog, but a good brand will create trust and credibility. Trust and credibility are amazing assets when it comes to your digital marketing strategy. If you’re going to tell your audience you’re amazing, you want them to think of you as a trustworthy, credible source. People are more likely to buy from businesses they trust, after all.

It makes for loyal customers 🐢

Good branding creates loyal customers. We see it everywhere β€” Nike vs Adidas, Holden vs Ford, Apple vs Microsoft. These are just some of the massive brands that have created massive loyalty through branding. And small to medium-sized businesses can do the same with the same branding principles.

Let's have a chat about your brand? 🀝

Chat with our branding specialists and get an understanding of where your brand sits in your market.

We love working with business owners to create strong brands that boost your digital marketing.

chat icon

Ready to chat with us?

google icon
5 stars

144+ 5-star reviews

Excite Media