Why should you invest in branding?

Updated: Mar 14

“If you don’t give the market the story to talk about, they’ll define your brand’s story for you”. - David Brier, award-winning brand strategist

Reputation builds up whether you do something about it or not, so why not take advantage of it? Investing in branding will help you take control of your reputation and increase your brand value. The sooner you do it, the easier it is to develop a positive perception of your brand in your customers’ minds.


Three reasons why you should invest in branding


1. Increase your business value


Build a true representation of who you are as a business and how you wish to be perceived.

  • Understand your target audience

  • Crystalize your mission statement

  • Define your vision and core values before starting to design your visual assets.


A product can be easily copied by others in a market, but a brand will always be unique.



STUDY CASE


Coca-Cola is a perfect example of great branding.

Some neuromarketing researchers investigated how brand value can unconsciously impact customers.

They studied people’s brain activation while blindly drinking different cups of beverage. Each cup was filled up with the exact same cola beverage but participants were told it wasn’t. The results showed that the activation of the reward system of participants’ brains was stronger when they were told it was Coca-Cola, rather than when they were told it was a classic cola brand.

This study is proof that the simple mention of a brand can impact the way customers experience a product.



The brand is a business asset that holds a financial value in itself. Indeed, a strong reputation can be translated into a great influence. Good branding will set you apart from the competition and gain the mindshare of your ideal customers.


2. Create trust within the marketplace


Branding can also help you make a memorable impression and inspire your audience to take action.


The amount of trust consumers has in a product mainly relies on the reputation of the brand. The more you trust a brand, the more you are willing to buy its products.


In highly crowded markets, trust is especially important because it can make the difference between intent (considering to buy) and action (making the purchase).


Be honest, unique, and communicate with your customers to develop an emotional connection with them.

​STUDY CASE


In 1998, two young boys started to make homemade smoothies just for fun. 25 years later, they became owners of Innocent, one of the bigger global companies worth around $500 million. How is that? They took time to develop a great brand identity around their story, sharing their dreams and intentions with the world. With its innovative marketing, its quirky slogans, and its triple positioning "health", "ecological" and "ethical", Innocent has become the European leader in the smoothie market.


3. Develop a unique bond with your audience


Build your brand step by step through your visual assets and actions. You have the opportunity of telling your own story and create a unique connection with your audience that goes beyond the buying-selling relationship.


Nike understood that really well.


Nike launched its own Nike+ platform in 2009, where runners can track their performance and find tips, guided runs, challenges, etc. With the app, they position the brand as a partner helping people reach their health and fitness goals.


"Your brand is what other people say about you when you’re not in the room." - Jeff Bezos, Founder of Amazon

To truly get the most out of your investment you should focus on building a brand, not just selling a product.


 

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