Why Branding Matters

Good branding is a second sales force.

Next to your product, your brand identity is your most important asset. Actually, some might argue that the brand is more important than the product, because many times people are buying the brand—the product is almost secondary. Don’t believe me? Think about some of the most iconic brands you know—”The Bold Look of Kohler” (1973), “Just Do It” Nike (1988), “You’re in good hands with Allstate” (1950) and “The Ultimate Driving Machine” BMW (1975). These brands stand for something meaningful, they own it, and don’t change for the sake of change.

Many small businesses don’t really appreciate the power of a brand—and that’s understandable. Small business owners are busy with product design and research, talking with customers and leads, working with employees and vendors and managing profit and loss. Branding, and, by association, marketing, seems like a luxury only for big businesses.

But here’s the secret about branding: good branding is like having a second sales force. Your brand—when done correctly—will work for you, opening doors and making a great first impression. Good branding makes people want to stay on your website, because they are engaged. Your online presence, stories, colors, graphics, words, typeface, logo and tagline all speak to who you are and your audience needs. Good branding can answer questions and peak curiosity about your company and products. The flipside? How many sites do you visit only to leave when you see confusing content, dated graphics and a long list of meaningless features?

When you invest in branding, you are really investing in yourself, your business, your colleagues and your customers. You are sending a thoughtful message that explains why your company matters—and the value you bring to stakeholders. Businesses find that employees stand a little straighter and are more excited by their work when they are associated with a clear, consistent and meaningful brand. The reality is your brand is who you are to your customers, investors, employees, vendors and industry associates. Your identity should be intentional, meaningful and have staying power. It’s why branding matters.