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Design | February 21, 2024 | By Monika Halsan

What is branding and does your business need one?

Branding communicates a company’s identity and story. By investing time in shaping your brand strategy, you can establish a more direct connection with your target audience and build brand awareness.

In this article, I’ll go more into detail on this often misunderstood concept, and explain why your business could significantly benefit from investing in a robust brand identity.

A large piece of paper with business ideas on a table.

TL;DR

  1. Branding encompasses core identity elements such as vision and unique value, visual identity and tone of voice
  2. Good branding yields brand recognition, increased sales and a clear direction
  3. Every brand identity should be underpinned by a well-defined brand strategy
  4. Professional design services can propel your brand identity to new heights

What is branding and its purpose?

What does branding mean?

Many people think that branding refers to a logo and colour palette. While these are both important elements of a brand, they are merely a fraction of the broader concept. Think of branding as your company’s personality and identity.

Now picture a person you know. Their face can symbolise a logo: A visual you promptly recognise in varous contexts. Their clothes and hairstyle parallel their colour palette, font and overall visual style.

Similar to people, branding goes beyond visual elements, encompassing personality and characteristics. Unique traits. Values and motivators. Goals and dreams.

Branding is how we communicate with our customers – from how we pick up the phone to the tone of voice we employ in our email correspondences. It’s how we handle complaints. It’s the quality of the services and/or products we offer. It’s our overall energy. It’s also how we treat the people around, be they customers, business partners or colleagues.

Branding is the overall experience people encounter when they engage with a company, whether they as customers, employees, or somebody else.

Why is branding important?

Personality matters, doesn’t it? You want to feel physically attracted to a partner, but if you have nothing in common, they never shower, and they are rude, short-tempered or even boring, they might not feel like the right fit for you.

Brands are just the same. Meet your customers with a bad attitude, and they are less likely to return. Be unprofessional in your communication and they might want to find someone who feels more reliable.

On the other hand, if you go that extra mile to meet – and even exceed – their expectations, they are more likely to remember you and want to come back. Meet their complaints with a positive can-fix attitude, and you can turn something bad into a positive.

Benefits of branding

With a strong and consistently implemented brand strategy, you can distinguish yourself from competitors, presenting a genuinely unique identity. The potential benefits are many. While I have written a more detailed exploration of the benefits of branding in a separate article, here are the highlights:

  • Gives your business a unique identity, making you stand out from the crowd
  • Helps customers remember you and builds customer loyalty and recognition
  • Creates a clear and inspiring mission or purpose company wide
  • Increases sales and market share through improved visibility

Elements of branding

We can separate the elements of branding into four main categories:

  1. Brand essence and core identity: The essence and core identity of a brand refers to your purpose, vision, mission, values, and fundamental principles.
  2. Brand positioning: The unique value you can offer to your customers.
  3. Brand promise: Your brand promise is the commitment you make to your customers, such as delivering quality. It should be memorable, unique, simple, inspiring and credible.
  4. Brand identity: Brand identity includes name and tagline, visual identity, personality, tone of voice, and more. The visual identity encompasses elements like the logo, color palette, fonts, product packaging, storefront, and uniforms.

Does my company need a brand?

In short, yes. Every company, regardless of size, should invest in building their brand. It doesn’t need to be as complex as the larger brands, but you should consider how you wish to engage with your customers, what quality you want to offer, and your overall motivators for providing those products/services.

How do I create a brand?

When creating a brand, consider all elements of branding outlined above. Get clear on your purpose, vision, mission, values, fundamental principles, promise and identity. Once you understand your direction and motivations, work on a brand strategy that aligns with this vision.

This strategy will guide your brand’s positioning in the market, marketing strategies, and how you present your brand in various contexts. It’s essentially a roadmap for creating a brand that resonates with your target audience.

The steps to achieving success go much deeper than this, though, which is why Win Momentum has an in-depth step focused solely on this.

Do I need to hire a professional designer for my branding?

You do not need to hire a professional if you’re on a limited budget, but it’s highly recommended. Consider it an investment in your business’ long-term success, as an effective brand can serve you for years. Things to expect when working with a professional:

  • A strong research, planning and strategy phase (this is essential)
  • Experience in building brands
  • Staying up-to-date with industry trends, design trends and tools
  • A partner and advisor who can help you think of elements you didn’t know you needed
  • Unique and original work

Conclusion

Your branding is so much more than your visual identity; it’s a strategic tool that can propel your company to new heights. Partnering with a professional designer ensures that your visual identity aligns with your business’s trajectory and truly reflects its identity.

If you choose Healthy Pixels as your trusted brand partner, expect:

  • A comprehensive research phase to lay the groundwork for your brand strategy
  • A visually appealing identity that resonates with your target audience
  • Consistent brand material that builds brand recognition
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