Nike, Coca Cola, Starbucks, Pepsi, Apple, the Gap, all names we know and most of us love and why? BRANDING. Never underestimate the power of branding. Your brand communicates who your company/organization is and what your company/organization does. It also determines who will connect with what you are offering and who will not. Managing your brand is key in both marketing and determining your success. Here are 5 reasons why branding is so important:

1. A brand is more than just a logo and a tagline, it’s how a company/organization is perceived. – Your branding determines what kind of values and characteristics people associate with your company. Branding is your most powerful tool in positioning your company, setting yourself apart from the competition, and reaching your target market.
2. Branding ties together your name, logo, product/service, and overall appeal to the market. - In order to really effectively communicate your message, your marketing must be consistent. This means that all cross channel marketing efforts should be tied together creating a clear and consistent message that will deliver the most powerful impact possible. Branding is what ties all of this communication together and relates it back to your company creating the solid message you need and intend.
3. Your ability to effectively manage your brand demonstrates your ability to deliver on all other promises your company/organization makes. – A brand should not just resonate between the company and the outside world but also within your organization as well because that is where all branding originates in the first place. All operations within your business should reflect your brand. That is the only way to be 100% sure that your company is fully delivering on its promises to the outside world. If internal operations does not manage the brand effectively with a full understanding of how to communicate it then your efforts may seem disconnected and your “branding” will only result in confusion and distrust with your company all together. For example, I personally wouldn’t trust a company that is so all over the place that I perceive them differently via email than I do by viewing their print advertisement. Manage your brand, manage perceptions, and in turn build trust and reliability.
4. Brand loyalty can be a goldmine for your business. – If all goes well and you effectively manage your brand and all communication with your target audience then you will (hopefully) experience the magic that is brand loyalty. As everyone knows, it is less expensive to market to repeat customers as opposed to trying to find new ones. Also, people who are loyal to your brand are the ones who will likely generate positive word of mouth on your behalf.
5. Your brand cannot be stolen by the competition. – Competitors may be able to carry the same products as you or deliver the same services as you but no one can duplicate your brand. It’s your most valuable asset and it’s what is most unique to your company/organization.

Don’t forget the 80/20 rule: 80% of business comes from 20% of customers. Branding is not only what attracts customers but what retains them as well. It’s the identity of your business. Proper management of your brand is crucial because you are also managing public perceptions. Consider it to be the thumbprint of your company/organization; defined, unique to you, and it should make a lasting impression.