As a branding-focused advertising agency, we get a lot of questions about what branding is and why it’s important. And we love to talk about it because we’re nerdy like that. So let’s go through three of our most frequently-asked questions!
What is branding?
Branding is clearly communicating who you are and what you offer to your target audience. You can’t talk to every single customer, but your brand can (and does!).
Your brand has three parts:
- Visual brand. The visual brand includes logo, colors, typography, and images associated with your brand. The brand should be immediately recognizable and communicate your identity in a glance.
- Brand messaging. This includes the words you use to speak to your customers, as well as your tone and voice. (For example, “Hello” and “Heeeey!” and “Howdy” all have different vibes.)
- Customer experience. Your customers should want to spend time with your brand. Is the site easy to use? Does your brand deliver what it promises?
Consistency is key. A strong brand means all these pieces fit together and say the same thing.
Starbucks aces this trifecta. The logo is instantly recognizable, their messaging aligns with their mission (“to inspire and nurture the human spirit”) and the experience is consistent, no matter which location you choose.
What is brand strategy vs. brand messaging?
Brand messaging is one part of the bigger brand strategy. Each brand should have a unique personality and a distinct way it speaks. Is your brand fun? Mature? Mission-driven? The words on the page (the brand messaging) should match the brand identity.
Why do we need a brand strategy?
A brand has its own personality–it shows who you are, what you say and how you act. A brand strategy thinks through these things in advance and plans how you appear to your customers. This critical thinking is especially important when a brand scales and more people get involved in the process. A strategy ensures the whole team is on the same page.
A common follow-up to this question is Should I lean in to the reputation my customers give me? Absolutely! (If, of course, what your customers are saying is good.) Customers shortened “Federal Express” to “FedEx,” and the brand embraced it. This created a more consistent and authentic customer experience. So if your customers are saying your tacos are delightfully crunchy, make it a part of your brand messaging too.
So in short, branding gives customers what they want: consistency and authenticity. If we can provide that, we gain our customers’ loyalty and support.
Do you have more questions about why your brand is important for scaling your business? Let’s talk! Grab our spot on our calendar.