The Importance of Branding

Branding can be described as an aspect of marketing when creating a business. It incorporates several details such as creating a business name, logo, slogan, and visuals that encompass what your brand is all about—but that’s not all. Branding is not only important to establish aesthetically, but is integral to creating an identity that will help your business stand out amongst competitors or showcase your personality. Your brand consists of your audiences perception of you and the outcomes that your brand produces as a result.

I’ve always believed branding to be much deeper than what the client may see at face value (although that’s also important to be mindful of). Branding is purposeful—there has to be a motive behind why your brand exists and as a business owner it’s important to be able to justify the intentions behind creating your brand. A few questions you might yourself when establishing your brand, aside from defining your aesthetic, may include: What are my values? What kind of reputation do I want to create for my brand? How does my brand impact others emotionally or culturally?

Another important aspect of branding is consistency—and not simply visual consistency (i.e. creating brand colours) but continually delivering on what your brand has set out to achieve and offer as a business. Consistency not only helps you gain recognition and build familiarity, but allows you to establish trust and build upon your audiences confidence in your brand. Without this, your audience may not fully understand or perceive what they will gain from investing in your brand, and in turn, they might hesitate to do so. Your clients will always value a brand that consistently performs and delivers on their promises.

I’ve created a few cards below (feel free to save them to your camera roll!) that you can use to help guide you through some of the thought processes of branding. Feel free to reach out using the social media links below for any further guidance on building your brand!