1. Great branding shows customers what makes you, you —
by Admin
Posted on 20-06-2023 03:57 PM
What makes the world’s most recognizable products so compelling?
the product itself has to be something of quality, of course. But quality alone doesn’t guarantee success. The world’s best products have something else on their side: world-class product branding. Product branding is an essential element to consider as part of a broader branding strategy because it gives your products a life and personality all their own. Great product branding draws in customers and keeps them coming back. Poor product branding, on the other hand, is confusing at best and can even be off-putting, actively hurting sales and recognition. Let’s look together at product branding: what it is, and how it can benefit your
business
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Your customers know who you are now — great! the next question is: do they trust you? if you’re constantly changing your messaging, colors, fonts or imagery, the answer is probably no. Would you want to work with a company that can’t make up its mind about its primary color? if you can’t decide that, how can they trust that you’re not constantly changing your products, too? customers want to buy from someone they can rely on. By staying consistent with your branding, you are proving to them, over and over, that you can be relied on and trusted. It’s amazing how much you can say without actually saying anything at all.
Finally, brand voice and tone are two facets that find themselves woven throughout the others. Wherever there are words, you’ll find voice and tone representing how that business speaks to its customers (and how the messages are received). When developing your branding, first identify your brand’s personality so you can choose a voice and tone that typifies that personality. Do you want to be fun and playful? do you want to convey expertise? do you want your messaging to be warm and inviting? all of these are great questions to ask yourself as you brainstorm so you can 1) use language that appeals to your target audience and 2) remain consistent no matter where someone finds your business—website, social media, email, branded materials, etc.
Digital branding will give your marketing much greater cohesion and direction. It can help to frame the direction of your company overall, creating a tangible brand that people can relate to and feel loyalty towards. It helps you target the customers who will be most receptive to what you have to offer.
Branding builds an emotional connection
When you create an emotional connection with consumers, they’re more likely to stick with you. Just think about how much easier it is to say ‘no’ with a quick phone call or email than it is to say no to a person face-to-face. When you create a brand, you create a humanistic connection that makes it harder to leave.
It’s a lot easier (and less expensive) to keep a current customer than it is to acquire one. When branding creates an emotional connection with customers who become attached, you get more bang for your buck. All of your marketing efforts become more powerful when they are coming from a strong brand that has a foothold in the hearts and minds of consumers.
Branding creates a positive employee morale
Employee branding is essential because it creates a consistent message about your company and its culture. We all know the world has changed drastically in the last few years when we saw the great resignation, where over 5 million employees left their jobs to start their own businesses. Gen z is officially the largest generation in the united states, and they’re not inclined to stick around at a job they don’t feel positively about. Employee branding is essential because it attracts the right talent to your company. In today’s world, people are looking for more than just a paycheck—they want to work for companies with values that align with their own.