Why Does Branding Matter? | SMH Branding
Building a beauty brand is important because not only is it what makes a memorable impression on customer but it allows them to know what to expect from your company.
It is a way of distinguishing yourself from your competitors and clarifying what it is you offer that makes you the better choice.
Reputation builds up whether the business does something about it or not. The result can be a good or bad reputation. Understanding and using branding only means that you take the reins and try to control what that reputation looks like. This is why it is recommended to consider branding from the very beginning of your business.
When it comes to branding your business, there are three basic concepts you need to understand. They’re known as the “three B’s”—brand, branding and brand identity.
The differences between the three B’s are subtle, but important:
- Your brand is the perception of your company out there in the world.
- Your branding is the act of shaping your unique, distinctive brand; think of it as the active practice of bringing a brand to life.
- Your brand identity is all the key elements that your company creates to portray the right image to its consumer—like your brand voice and brand design including your logo, your website, or your cosmetics packaging—to communicate your message to your audience.
You don’t just want customers who recognize your brand and use your business once — you want to create customers who continue to come back. With good branding, you can give your brand a more human side, which your customers can relate to more than a company that’s strictly all business.
In many ways, you can appeal to people’s emotions through branding and make them feel more connected to your company. It allows you to build relationships with your audience, which can eventually turn them into loyal customers. You can create a brand that people actually care about and put yourself ahead of businesses that aren’t using this to their advantage.
Furthermore, brand trust turns into brand loyalty when consumers are so confident in your product or service that they don’t hesitate to recommend you to family, friends, and colleagues knowing that neither party will be disappointed.
Brand trust is the most important quality that you need to develop as part of your brand strategy. Consumers need to trust that your brand will deliver on its promise in every interaction, or they’ll search for another brand that does meet their expectations.
Failing to build or protect brand trust undermines customer loyalty, and can damage a company’s reputation and revenue.