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Guest Blog Written By Gemma Storey
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As a Brand Alchemist, I specialise in working my brand magic for ambitious businesswomen that are at the beginning of their entrepreneurial journey and I’m here to demonstrate why branding is an investment & not an expense. So I totally understand there are a lot of valuable things to invest in early on. First, there’s your inventory, then you want to have all the latest systems and tools in place and then you might need some advertising to help people find you… The list goes on.
But there’s one thing some business owners often overlook, and without it, all these other investments might be worthless. That, my friend, is your brand.
★ Without a strong brand, people won’t remember (or trust) your advertising.
★ Without effective advertising, it will be difficult to drive demand for your offering.
★ Without demand, you won’t have a loyal customer base to sustain your business.
★ Without a customer base…. Well, you get the picture!
You see, a brand is the very heart and soul of your business. Your branding is the first thing a person sees, which is why it’s so important to make a strong and lasting connection with your ideal audience through the power of branding.
Is Branding Really Worth The Investment?
The short answer is, yes. An effective branding strategy will easily pay for itself (and then some).
Firstly, I have to stress that a brand is much, much more than just your logo. Your brand encompasses everything from your customer service, to your product quality, to your company mission and values.
However, all of these things are fairly intangible to your potential customers. So how can you show them you’re a business worth trusting and caring about before they spend their hard-earned moola with you? This is where your logo and other visual branding elements become your secret weapon. They help you communicate all of this value to people in seconds, so they can feel confident choosing you over the competition. The goal is to make people feel like your branding was made for them!
Just think about the last three businesses you spent money with – did they have a strong brand? Chances are they did and that’s part of the reason you shopped with them. And if they didn’t? You probably had a hard time remembering them just now, didn’t you?
And if you’re still looking for more hard evidence of how a strong brand directly brings a return on investment, I have a great example for you. Just think about any Apple device; there is a laundry list of competitors out there making products at a much lower price point, with the same (sometimes better) functional benefits, yet time and time again, people are happy to pay a premium for the latest iPhone or MacBook. Why? Because, Apple has created an army of die-hard fans that are completely devoted because of not just one, but several key branding factors: the sleek and modern look. The promise of quality products and innovation. The atmosphere of the stores. The story behind it all – this is branding.
Now you might not be competing on this international scale just yet, but no matter your goals, the same principle applies. Your brand is the foundation that will help you attract more customers (with much less effort) and command a higher price in exchange for what you’re offering them. Ultimately, if you want to charge a premium price for your product or service, then you need to look like a premium quality business, and that’s what effective branding can help you achieve.
If that isn’t enough to convince you of the benefits of building an authentic and aligned brand for your business, then have a read of my top 5 key reasons why.
01 – Branding Helps You Stand Out In A Saturated Market
If you’re a small business or creative entrepreneur, you may have realised by now that there are a lot of us! It’s common for people to find a quick solution and buy a logo off Fiverr, but they probably don’t have a set strategy for their brand. There’s no meaning behind their logo and it might not even make sense for their target audience. A good brand has a clear purpose and will help you stand out among other people in your field. Maybe what you offer or your style is similar to your competition, but clients and customers will choose you because of your brand, your whole package and your vibe. First impressions are everything.
02 – Branding Gives You Credibility
Having an established and clear brand will make you look like an expert. If you appear to know what you’re talking about and come across as a professional, people will be more likely to buy from you.
03 – With A Clear Brand, You Can Charge What You’re Worth
It can be hard to get your first clients and customers. To start making money, sometimes you just have to take whatever you can get. Many times, you may charge way less than what you deserve just to gain some traction in your business. With a solid brand established, you will come across as a professional and therefore you can charge like one! If you show that you produce high-quality work or products, clients will be more likely to value what you offer and pay higher prices for it.
04. Branding Leads To Customer Loyalty
Good branding elevates a business and builds recognition and loyalty. Customers are attracted to brands that share similar values with them. When you showcase what you value through branding, customers will develop an emotional connection to you. For example, I love the brand Lush. I could go into any Tesco or Superdrug and pick up a regular, cheap bath bomb, soap or shower gel, but instead, I buy from Lush because their brand resonates with me. Brand loyalty can often last a lifetime, which leads me to the next benefit of branding.
05 – Branding Leads To Returning Customers & Referrals
If you deliver what your brand promises, your customers will remember you. Your clients and audience can be the best form of marketing. If they ever need your services or products in the future, they will think of you first and will most likely refer you to their friends.
So as you can see branding is one of the most important, if not THE most important aspect of your business. My advice before you create your brand is to get crystal clear on your “who”, “what”, “why” and “how” which are the 4 key pillars to building your brand on a strong foundation. If you’re unsure, or just feel completely overwhelmed, then please book a free 30-minute discovery call with me or you can download my free branding checklist here to help you begin your branding adventure.
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Gemma is a Brand Alchemist from the magical realm of Infinity Creative, where she believes your dreams are limitless. It’s her job to conjure up the perfect branding love potion to help you fall back in love with your business again. Infusing her wisdom of design and astrology, she’ll decode your stars and manifest your vision by crafting an authentic and star aligned brand that’ll attract your soul tribe.
★ Click here to read my North Star interview over on Gemma’s blog.