Marketing Your Business is Made Easy When The Strength of Your Brand is at a Premium.
For COG Branding, we ensure our clients and partners understand that a companies brand is one of, if not, the most valuable asset of all marketing assets.
When well managed a great brand increases performance and reduces marketing spend.
Your company’s brand communicates what you do, what you stand for, what your values are, the personality of the business and in total it delivers a vision to your consumers on who you are. While every company dreams of owning a market-leading brand, it takes time, effort, and dedicated investment to build one.
There are numerous benefits of building and maintaining a strong brand.
- customer recognition
- word of mouth
- customer loyalty
- enhanced credibility
- ease of purchase.
These key factors can make business easy. And, there are some of the advantages of a strong brand that are not top-of-mind are just as important, however, such as —
- HR
- sales
- PR
- Product
Working to build, maintain, and communicate your company brand and pursuing value of its equity should be paramount for business owners, brand stakeholders and senior management.
That’s why the Sydney Marketing Agency, COG Branding, is on the constant pursuit for our clients to connect their brand to business.
Looking to manage your brand – Call COG Branding, brief us on your project (+61 2) 9523 6007
There are endless benefits of building and maintaining a strong brand. Here are five of the major benefits you can expect to see when you have a strong brand:
Customer Recognition
Your targeted consumers are far more likely to choose a brand that they recognize over something unfamiliar, even if they don’t know a great deal about your company at the time. Having a strong brand works to build customer recognition. This means when a customer is shopping for a particular product or considering a company to perform a service, they recognize your company in the running.
Competitive Edge in Market
When customers recognize and back your brand, it helps lend a competitive edge to your company. Your brand is what differentiates you in your industry and market. The more recognition you receive and the more you build your brand, the more you will find that your brand elevates and is competitive with other well-known brands.
Easy Introduction of New Products
When your brand is already strong with a dedicated loyal customer base, often it’s easier and cheaper to introduce new products, or alternatively test them out on trial before a production investment in them. If you have a loyal brand following, your customers will often be interested in your new products and even anticipate them being released.
Customer Loyalty
When you build a strong brand, you need to convey these values to build an emotional connection with your audience and customers quickly. Your audience is attracted to brands that they share a common value set. Brand Loyalty is a powerful element in Brand Equity as it can last a lifetime, and with some of the world’s best brands it transfers to future generations. The recognition and elevation that a strong brand builds on all point towards a brand with a greater customer loyalty.
Enhanced Credibility and Ease of Purchase
As your company brand builds in credibility, it will also build brand recognition, loyalty, and competitiveness. Everything goes hand-in-hand, and you’ll find that your credibility has a direct connection to customers ease of purchase. Having a strong, well-known brand enhances your credibility with customers, your industry, and the marketplace as a whole. Generally in society we want to buy from companies we like, know, and trust. If you’re brand is credible, you’re far more likely to get the sale.
Common Myths
There are a few key myths and misconceptions that small business owners believe that can get in their way of developing a strong brand identity.
Myth Number One – We can design our brand ourselves.
We have all experienced the effects of a do-it-yourself brand. What do you think when you are handed a self-printed, black and white business card? What happens when you get to a website that looks home made? People will judge your ability to provide the solution they are seeking based on their first impressions of your business, both online and off. Don’t risk turning away potential clients with an unprofessional brand.
Myth Number Two– We can’t afford to have a professional brand developed
Having your company brand professionally designed costs money, but it may cost your business more if you do not have a high-quality, visual identity. The visual representation of your identity is something that takes a skilled resource. Creating a logo that is not aligned with your vision, values, target audience and positioning could cause confusion in the market. For example, if you provide quality services with attention to detail, your lack of attention to detail in your brand will send a conflicting message to your prospects.
Myth Number Three – We don’t need a brand
Since more people search for products and services online, you absolutely need a quality visual identity for your web presence. How do you represent your business online without one? And whether you have developed a professional brand or not, your business has a brand. Your company name, how you deliver on your promises and what your customers say about you when asked creates an impression of what it is like to do business with you – and that, my friend, is your brand. You can let it be developed for you through online customer reviews or your competition, or you can take control and manage it to your advantage. Your choice.
The 6 Big Benefits Of a Well Managed Brand
1: Makes your company look bigger
When prospects see a professional brand consistently used on your business cards, website or social media profiles, they get the image of a company that deserves their business. Prospects look for a company that has the resources to help them succeed. They will also expect to pay more for a more established company. If you hand them a home made business card or your web presence is unprofessional, they will think you are small and not worthy of their business or the fees that you feel you deserve.
2: Creates an identity that is bigger than you
Many independent professionals that offer consulting or coaching services end up building a brand around themselves rather than the business. If your goal is to become a public figure, that may be fine. But if you want to separate the business from you for future growth or sale, develop a brand for the company. A unique brand will be one of the assets that come into play during the sale or acquisition.
3: Builds loyalty and trust
One of the ways you can separate your business from the competition is to have a unique brand that differentiates you in the marketplace. A strong brand that conveys your values builds an emotional connection with customers, which will attract them to your business if they share the same values. This type of connection makes it easier for you to develop a long-term relationship with those customers, leading to greater customer loyalty.
4: Conveys Stability
You may be the best, most experienced person in your field, but no brand or a self created brand conveys an impression that the company won’t last. A brand helps you develop an image for your business that says “I’m here to stay”. A well-defined brand identity projects a long term feel to those who see it regularly. Eliminate any question about your viability by having a crisp image and clear messages.
5: Makes Your Business Memorable
Developing a brand identity and using it consistently helps customers remember who you are. The more your prospects see your brand, the more likely they will contact your business for information. Every time you get to interact with your prospect, you have a chance to make a connection and create a memorable brand experience.
6: Shows Commitment and Personal Pride
Investing in a unique brand identity shows that you take pride in your business and are committed to success. Customers will believe you are more likely to deliver on your promises to them because a business that invests in its success will under promise and over deliver, creating more brand loyalty and trust with every customer interaction.
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