Skip to main content

Why is it so important to have a brand?

By Katie Bullon
Monday, July 6, 2015

Why is it so important to have a brand?

Regardless of the size of your business, whether you are a sole trader, a multi-national organisation, or anything in between, businesses should never underestimate the importance of a clear brand identity.

What is a brand?

Whilst a logo is a great starting point for developing the identity of your business, it needs to go so much further than this.

Brands give potential customers a clear idea of what they are buying and from what sort of business, before they buy it, making the purchasing decision easier.

Every great business must have an excellent product or service at the core, and every business wants to be a customer’s ‘first choice’. Creating and maintaining a good brand can play a large part in making this happen. If you want to strengthen and manage the perceptions of your business, then a strong brand is needed. Good branding elevates and differentiates your like-for-like products or services and gives your customers reason to choose you over your competitors.

How to manage your brand:

  • Consider what you are good at as a business and use these to create your business or "brand values". For example, great customer service, bespoke products, friendly service in-store
  • Re-enforce your brand values at every point of contact with your customer, existing or potential
  • Ensure consistent use of colours and fonts throughout all marketing messages, correspondences, invoices etc.
  • Ensure consistent tone of voice is used within all written and verbal communication
  • Ensure consistent appearance of design within your website and other online platforms. For example, a children’s play centre is going to have a hugely different look to a solicitors firm. The look must mirror your brand values

What should smaller businesses by brand conscious too?

There is just as much competition for smaller businesses as there is for large companies, sometimes more.

Great branding can make your business stand out from the crowd, particularly if you are operating in a competitive market. You can gain trust and win business by appearing professional through your brand, which can highlight the uniqueness of your business and also justify pricing. 

If you need help in creating a new brand or improving your businesses existing branding, let us know. We are reasonably priced and always evaluate your entire business through the branding process and quote upfront for any work required.

Return to index