What is branding and why is it important for your business?

Branding - what’s it all about?

We believe branding is all about delivering a promise. You make a promise to customers, consumers and colleagues with everything you do and, to be successful, you must deliver on that promise every single time. The idea that a brand is simply a badge, a name or a colour is just a tiny fraction of what a brand actually is. Your brand is everything within your organisation – and to the outside world. As a result, it's imperative to define what it stands for at the start of any creative or brand refresh journey.

You need to identify your target audience and what they want, say why you are better than your competitors and come up with a narrative that describes your brand’s proposition and purpose.

Branding is also about building a reputation - it’s all about the impression you make. If you want to succeed, that impression should do two jobs. It should convey what is special about you and it should show you in a positive light. There are two parts to this process. Firstly, you have to decide what you stand for - what’s special about you, who you are aiming at and how you want to position yourself. Then you need to make sure that all aspects of your business are in line with this.

So where do you start? If you want to review and re-energise your brand to define your brand values, a workshop is the ideal place to start. When was the last time you took a really good look at your business? What drives it, where it’s going, what it stands for and how it stands out from your competitors? Often, clients are too wrapped up in the day-to-day to keep sight of guiding principles. That’s understandable. In a business world spinning faster and faster, it’s easy for vision to become blurred. But at a time when there are more companies finding more ways to reach more customers with more products and services than ever before, clarity of purpose is more important than ever. A clearly articulated purpose definitively tells the world who you are, what you do and why you’re the one they should choose over any of your competitors.

As you might be able to tell, we are passionate about helping clients fulfil their business potential by creating, refreshing, building and growing their brands - we’d love to help you too!

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