Why Is Branding So Important?

I absolutely love the concept of branding, however it’s definitely one of the most misunderstood areas of business. A lot of mystery surrounds what counts as branding, what it does and what it should contain. In this post, I’m going to demystify branding, and give you an idea of what you need to do to achieve effective branding.

What is branding?

So many blogs and businesses are missing out on potential clients because of a poor understanding of branding. In addition to your website, branding is one of the most important things that you need to help your brand achieve success. Efficient branding allows potential readers or clients to determine what kind of personality your business has. It creates a feeling around your brand that people will associate you with. For example, a legal consultant is likely to need formal branding to emulate a feeling of professionalism. To achieve this, their branding would need to refrain from using certain colours, fonts and patterns and have a certain look to their social media that reflects their company.

What should branding consist of?

There’s a common misconception that a logo is all of the branding you need, however there is much more than just a logo. The minimum your branding should include is a logo, mood board, style guide (which includes colours, fonts and textures) and a brand manual that explains how all of these elements should be used. Branding can also include other elements like social graphics, business cards, envelopes, letterheads, notebooks and more, depending on the nature of your brand. A good example of a basic branding package is one we did for Sarah James Wedding Events, which included a branding board, logo design and a mood board.

Why do you need branding?

As a business, it’s necessary to make sure that you have control over the narrative around your business. You want to show your business in the best light possible at every opportunity. This is where branding becomes important!

If you’ve used loads of different colours and fonts on each of your platforms, it can make it harder for people to determine your brand identity. Using cohesive colours and fonts will create consistency and a more unified aesthetic. The more organised everything associated with your brand looks, the easier it will be for people to believe in what you do. If a client sees a correlation between your logo and social media accounts, they’re more likely to think of your business as professional.

Investing in beautiful branding, will draw in more people and make you stand out from the crowd. In order to know what you want for your branding, you need to know your business inside out. You need to know what you have to offer and who exactly you’re targeting in order to create branding that reflects you and your audience.

Need help with applying your branding? I offer website audits to help you create a cohesive online presence. Learn more here!