Your business' branding has a significant role in customer retention and overall business longevity. People want to support brands that stand out to them and understand that they're real people, not just an order number.
Solid branding allows you to build lasting connections with customers who keep coming back for more. Let's dig into why business branding matters to your customers.
Why Does Branding Matter?
1. It’s the first impression you makeLacklustre branding that doesn't stand out or resonate with your customers won't help convince them to buy from you. First impressions matter, so take the time to cultivate a cohesive brand identity that appeals to your ideal customer.
Customers want your brand to have a personality, especially nowadays when brand mascots are frequent stars in viral videos — like Duolingo's unhinged mascot Duo.
Customers want to know what your brand is all about beyond the product or service you offer, so offer them a glance at the behind-the-scenes of your company by showing some personality.
Consistent branding creates that consistent experience customers crave.
In the event that you decide it's time to refresh or rebrand your business, make sure you have a plan in place to roll out your new look in a way that excites customers and gets them on board with the changes.
Consistent brand experiences help build loyalty within your customer base, employees, and partners.
It’s not just about it being good, it’s about its relevance to what you offer, if it’s memorable and consistently implemented, and has a unique logo to tie it all together.
This isn't limited solely to colour schemes and visual aesthetics. It includes messaging and even emojis. Sending the same types of messages and consistently using the same set of emojis sticks in your customers' minds and enables them to quickly recognize a piece of content you've sent their way.
Conclusion
Your business is only as strong as its branding. Investing in building a better brand is worth the long-term benefits: increased recognition, higher customer satisfaction, and leaving a positive first impression on new customers.
A brand audit can help you determine where your strengths and weaknesses lie and help you devise a plan to improve your brand.
