Branding Team Insights
The Benefits Of Branding
The benefits of branding on customer behavior and business outcomes are unmistakable. When done well, branding can boost recognition, support word-of-mouth promotion and drive customer loyalty.
Whether creating a brand strategy to propel early brand growth or rebranding your business to meet new targets and audiences, we’ll explain the in’s and out’s of branding and the benefits a branding team can bring your business.
Plus, see top branding tips and examples from brands who got it right.
What Is Branding?
Branding is the process of creating a unique and distinctive identity for a product, service, team or individual in the minds of consumers.
It involves the strategic use of various elements, such as a name, logo, design and messaging, to differentiate and position the entity in the marketplace.
The Benefits Of Branding
The goal of branding is to attract and win over the minds of target audiences, help them recognize and remember your brand more easily, boost trust and credibility and build a loyal customer base.
Working with a branding team can help you:
1. Drive Brand Recognition
Every detail of your brand identity has an impact on recognition, from color palettes to logo designs.
By analyzing and researching what attracts and retains your target audience, you can make informed branding decisions that develop an instant connection between your brand and potential consumers.
2. Trigger Word-Of-Mouth Promotion
A recently published Statista survey found 37.6% of respondents had been influenced by word-of-mouth (WOM) on their final decision for dining out, while 33.1% had made an electronics purchase based on WOM.
Branding can build a brand image that a select target audience will share with their friends, family and colleagues, building leads that a more likely to convert than those gained via other channels to market.
3. Boost Customer Loyalty
Did you know that a 5% increase in customer retention results in at least a 25% rise in profits?
Branding is a key driver in retainer customers and creating long-lasting relationships with loyal leads that convert.
4. Build Trust
Building on customer loyalty, trust is essential in retaining consumers and attracting a new audience.
Acting with authenticity and transparency, branding methods such as storytelling, messaging and employer branding can create a culture of trustworthiness.
5. Increase Credibility
While the value and user experience of a product or service are key players in building credibility, the branding that comes with it is just important.
Branding strategies drive credibility in multiple areas, from supporting a high-quality online offering with testimonials and portfolios to developing a strong brand identity that matches customer opinions and values.
7 Top Branding Tactics
There are seven top tips that all brands can follow to extend brand presence and deliver measurable results:
- Analyze customer pain points: Conduct surveys or research key performance indicators (KPIs) like conversion rates to discover which aspects of your brand fail to resonate with your target audience.
- Highlight client testimonials: Add social proof and written testimonials to your website and branding collaterals to boost credibility and drive trust in your products or services.
- Build audience understanding: Create videos, social media content, blogs and other forms of content to make your audience aware of your brand goals and UVPs.
- Focus on employer branding: Foster a positive employee culture by working towards a common mission, introducing work benefits and supporting individual growth within your business.
- Display authenticity: Tell your audience the truth in a tone of voice that matches your brand values and targets to increase brand credibility and eventually loyalty.
- Produce cross-channel consistency: Develop brand recognition by using the same branding and design elements (like color, logo and typography) across your branding collaterals.
- Showcase your storytelling: Drive a connection between your brand and your audience through compelling brand storytelling in your messaging and designs.
Our branding experts at Popular Silk combine tried-and-tested tactics and ground-breaking methodologies for all of our projects. Interested in hearing more about our branding services? Contact our team today.
Brand Examples We All Know
Having discussed the benefits of branding and some key tactics, let’s look at a trio of brands who got it right.
1. Apple
Apple is one of the world’s most recognizable and favored brands. In a saturated technology market, how has Apple used branding to stand out from the crowd?
- Brand positioning: Apple has positioned itself as an innovator, in turn fostering a consumer desire for its groundbreaking products.
- Brand identity: Apple balances the use branding to promote progress, staying ahead of the curve to remain relevant. With consistent core and distinct values to harness a unique brand identity.
- Brand loyalty: Apple promotes its product quality, customer experience and emotional connection to its consumers to harness unmistakeable brand loyalty.
2. Coca-Cola
Beverage giant Coca-Cola has a history stretching back to 1886, but how does the team continue to gather such popularity in comparison to rival drinks products?
- Brand messaging: Coca-Cola claims to “refresh the world and make a difference,” in turn displaying a message that connects with consumer desires across the globe.
- Brand identity: Coca-Cola uses branding to promote an emotive identity and set of lifestyle values that entice customers to join the Coca-Cola community.
- Brand recognition: Coca-Cola specializes in enhancing the visibility of their brand to support wider awareness and recognition, whether through product placement, celebrity endorsements or collectible memorabilia.
3. Quorn
Meat-free alternative brand Quorn has gained considerable popularity through the unique value its brand offers consumers:
- Brand values: Quorn’s values promote environmental sustainability and healthy lifestyles, and authentic opinion that is shared by their core customers.
- Brand positioning: Quorn positions itself as a meat-free market leader, targeting its brand at a well-researched target audience who are unable to eat meat or wishing to cut down due to health or environmental reasons.
- Brand marketing: Quorn uses famous athletes to promote the health aspects of its products, as well as a carbon footprint packaging label to highlight its positive environmental impact.
Build Your Brand With Popular Silk
At Popular Silk, we take brands to the next level.
As a full-service branding team, we manage your branding solutions from end to end. Our central branding services include:
- Branding strategy
- Brand naming
- Brand book & style guide design
- Logo design
- Packaging design
- Modern branding
We follow a trio of key values and differentiators here at Popular Silk to ensure we deliver measurable results:
- Project ownership
- Transparency
- Dedicated modern strategists
Contact our team or fill in our Request a Quote form and you can receive a free, custom quote and consultation for your next project.
