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The benefits of working on your brand

Writer's picture: Chiara D'UbaldiChiara D'Ubaldi

Why working on your brand is the best choice you can make for your business


There is a reason why the most successful brands invest in their image and the perception people have of them. Taking care and developing your brand in the right direction can be extremely beneficial to your business.


We know that branding is normally considered an investment of which ROI can be tricky and difficult to measure, as the results are not direct, as the ones a discount code could have instead. And still so many businesses choose to invest in their branding. Whether you have a business brand or a personal brand, working on your brand consistently, making sure that everything in your business sends out the same message, can have amazing results:


  • CREATE A BOND WITH YOUR CUSTOMERS: sharing your values and your vision can create a real connection with your customers that goes beyond the product. Creating this bond you'll earn their trust, which in return will bring them to choose you over competitors with the same offer.

  • SUPPORTS MARKETING EFFORTS: your branding can make your marketing more effective. For example if you've increase brand awareness, your campaigns will be more effective, as people will feel like they already know you, and your ad (for example) will just be the last push to buy. And viceversa, if they instead find out about your business thanks to an ad, if your branding does not reflect the reason why they ended up on your webpage, they might decide not to go ahead and purchase. But if your branding gives the right message instead, your marketing will drive more results.

  • CREATE LOYAL CUSTOMERS: Brand loyalty is another amazing effect of branding. We already talked about the bond you can create between the your brand and a customer, but the moment when this connection goes further and becomes loyalty, is where the magic begins. Customers who are loyal to your brand won't only continue buying from you, no matter what promotions or offers your competitors might have, but they will also recommend you to friends, share your products on social media, etc etc. This won't happen with only great marketing: you need to be memorable, share values, have delivered your mission and a great experience to the customer.

  • MAKE SELLING EASIER: you might have already noticed how all of the other benefits mentioned above help driving sales, but in addition to all of this your brand can affect your sales directly. How? Your brand adds value. You don't need to be a huge international brand to think your brand means something. If you develop a reliable brand, people will question less your prices, thus helping your sales. You won't need to fight the competition with promotions, and in the long term, you might even be able to raise your prices, if you want, and people will still buy, not anymore just for the product, but also for everything they'll know they get when they buy from your brand, whether that is status (as for luxury brands), a unique product, amazing quality or just a great customer service.

Getting to these results is not going to be something that happens overnight, but don't think that is something for big brands known worldwide either. Your brand is very important especially when you have a smaller customer base. With clarity on your goals and identity and with the right strategy, you'll see amazing results.

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