Your brand is the core of your identity, meant to highlight you and your business. So it's important to understand the implications and circumstances in which it can be used. 

After all, the last thing you want is for your brand to distract your business.

Besides, anyone who has ever explored how to build a brand will tell you there is an excess of vague and inconsistent information out there. With a plethora of lists, step-by-step guides, and secrets to successful brand building, it can be challenging to know where to begin or who to trust. 

However, we can learn from the mistakes already made while planning for success. Before we get started, let me tell you why branding is important in digital marketing.

Why is Branding Important?

You must have come across people boasting about products they have brought, like an Apple iPhone or a Mercedes-Benz. In fact, what they boast about is the brand. 

Let us take a quick look into why branding is important:

Influences Purchase Decisions

Imagine you need a smartphone. You will have a lot of options before you. Will you go for a well-known brand like Apple and Samsung or a brand that you never heard of? 

When people know about a brand and what the brand stands for, they are more likely to purchase the brand known to them. This gives them a safe feeling and a positive experience.  

Stands out in the Market

Let's face it! We live in a highly competitive world. There are thousands of businesses, and you should stand out in the market. 

Branding is what can help you stand out because while you create your brand identity, you differentiate yourself from your competitor. You tell your audience why you are different. You are unique, and this helps you create a name and reputation. 

Customer Loyalty and Trust

Getting loyal customers and back-to-back customers is not an easy job. Branding is your identity, and it will help attract more customers who feel connected to the values and message you stand for. Customers loyal to your brand are more likely to make repeat purchases and bring in new customers, which leads to increased income.

Easy to introduce more Products

Once you get branded and have built your identity, you will be able to introduce new products under the brand name easily. This will help in easy marketing, and you need not struggle to start promoting from scratch for your new product. 

High ROI and Profits

Branding helps you achieve higher ROI and profits. How? When you have a branded business, you are more likely to run your business long-term, be consistent and create even a trend. You can, that way, stay in the market and still be a popular option for customers, all leading to more sales, more customers, profits, and higher ROI. 

Now that you know the importance of branding, here are some do’s and don'ts of branding that you must keep in mind.

Do's and Don'ts of branding

Building a successful brand is often a process of trial and error. Besides, what works for one brand may or may not work for yours.

However, these DOs and DON'Ts can help get your brand on the right track while also saving you from costly and time-consuming blunders.

Do your homework

Branding requires an understanding of your audience, industry, competitors, and brand value proposition. The clearer the picture you have of these critical influencers, the better you'll be at creating a brand that connects with those who matter the most.

Don't ignore trends

Businesses should constantly be studying the behavior and needs of their customers. This will also help you identify trends in shaping your company's brand strategy. 

You can pick random clients to participate in surveys, or you can also study reviews for your products or services. This way, you can engage with your target audiences and discover what they truly care about.

So, you must be diligent in analyzing trends, have strong values, and be data-driven to keep your brand identity relevant and strong.

Do figure out your niche

The most critical thing to get branding done right is finding out who your target audience is and figuring out your niche. Without these two, you could end up with branding that doesn't do anything at all. 

So, you need to be as strategic as possible while creating your brand and use it consciously. 

Don't jump on trends without thinking of the bigger picture

While hopping on trends can be great for your brand identity, it's essential only to incorporate relevant trends. 

Besides, not every trend will benefit your brand; some may even cause damage. So, before leveraging trends, think carefully. Yes, including trends in your branding strategy will always be risky, so make sure it's worth the reward.

Do be consistent

Brand consistency is essential for instilling trust and maintaining the expectations of your target audience. Besides, an inconsistent brand looks unprofessional, and it can also lead to brand confusion, making your brand less identifiable among your audiences.

Don't make empty promises

Your brand needs to be an actual representation of your business, so don't spend time trying to be what you aren't. Because doing so will not only hurt your credibility but also leave prospective clients more confused about what your business does and what you stand for.

Do consider bringing in a professional

Your brand is way too important to leave it to chance, so don't be scared to hire a full-time brand manager or bring in outside help. Whatever you do, think of it as an investment. Besides, a professional will help you develop a holistic brand.

Don't get caught in the competition

It's normal to analyze how your competition approaches its own branding, but don't go overboard or get over-influenced with your decisions. Because establishing your brand that way will lack authenticity. 

So, find the right balance between taking inspiration and staying true to yourself.

Do write quality content

Posting engaging content is perhaps a compelling way of reaching new audiences. Besides, it goes without saying that every website must have a platform for thought leadership or interactive content. 

And well-researched, quality content does not just elevate your position in search engines, but it is also the perfect platform to showcase your knowledge and expertise. However, once you launch a blog, you have to be dedicated to keeping it up to date.

Don't just sell

Do you appreciate that pushy salesperson who follows you around the store, pressuring you with every item on sale and why you should buy them? Yes, nobody does. So, don't be a pushy salesman.

I recommend the 80/20 rule: 80% valuable, 3rd party, value-based, or user-generated content and 20% branded content highlighting your product or service. And, if you blog regularly and your blog offers value, this can be part of that 80%.

Do be patient

A strong brand isn't built overnight. It takes time, persistence, and strategy, so make sure you set realistic expectations. So, be patient as your brand comes to life and track your progress.

Besides, brand building isn't a one-time process. 

You have to keep your brand alive even once you enter a maintenance stage. Also, be open to the possibility of rebranding in the future as your business and industry evolve.

Don't delay rebranding

When brands remain the same for a really long period, customers lose interest, and the brand also starts looking outdated. So, to keep your target audiences attached to your brand, make sure you update and change your branding at the right time. 

Bottom Line

The bottom line is that brand building is all about finding what works best for your reputation and the visibility of your business. And as you enter the brand-building process, consider these DOs and DON'Ts to manage your expectations and priorities along with a well-developed strategy.

Creating a brand identity has become important than ever before. Branding have become one of the most trending marketing strategies. To know more, visit our website or even better, contact us!

                                                                                                                                Editor: Amrutha

Frequently Asked Questions

The greater the unity and uniformity of your brand, the more distinctive it becomes. Avoid associating with influencers who are not a suitable fit for your audience, do not share your core values, or lack relevance in that particular context. Do ensure that everyone is aligned and in agreement.

In the words of Dan Coughin, who serves as the president of the Coughlin Co., “The essence of successful branding lies in consistently reinforcing the message you want customers to associate with your brand.” Mr. Coughin emphasizes that every interaction, including marketing initiatives, should serve to strengthen your brand identity with both current and prospective customers.

An effective brand strategy plays a crucial role in establishing your presence within the market. It not only delineates your brand identity but also forms the bedrock of your B2B marketing initiatives. To leave a lasting impression, prioritizing audience-centricity, maintaining consistency, embracing simplicity, paying attention to detail, and demonstrating flexibility are paramount.

Brand management primarily encompasses two core functions: fostering brand awareness and shaping brand image. To initiate brand awareness, incorporate your brand elements – prominently feature your logo (including your name, symbol, slogan, font, and color palette) across various touchpoints such as apparel, products, packaging, vehicles, stationery, email signatures, and tools.