5 ways your branding adds value to your business

A brand is far more than just a logo, a brand is every reason someone chooses to buy your product or service, it’s the way you speak, the way you interact, how you make people feel and the value you add. A good brand doesn’t just sell a product it sells an experience, an emotion a connection or a community. A good brand adds value to people’s lives in many ways, much like how a good friend or family member might be there in a time of need, offer us some good advice, or put us in touch with someone else who can help us out, a good friend you can rely on to consistently show up and know exactly what to say.

When you’re a small business going the extra mile and being mindful of your processes and materials and the impact that this can have on people and the planet, it’s even more important to make sure your brand is communicating this extra value clearly and in a way that resonates with its audience. It’s never too late to look at how your brand can do this better, from logo to lifestyle imagery there are many ways your brand can work hard for your business gaining loyal customers and more sales.

A brand that knows what it stands for and is consistent in expressing itself through every facet of it’s visual identity will connect with it’s tribe in a meaningful and authentic way. It will become synonymous for a certain attitude, aesthetic or style as well as the product or service it offers. If you can deliver on your promise with a consistent visual language at every touch point from logo, website, social channels, brand imagery, brochures, events and packaging you can ensure your message will be heard clearly and consistently.

1. Consistency is clarity

A brand that knows what it stands for and is consistent in expressing itself through every facet of it’s visual identity will connect with it’s tribe in a meaningful and authentic way. It will become synonymous with a certain attitude, aesthetic or style as well as the product or service it offers. If you can deliver on your promise with a consistent visual language at every touch point from logo, website, social channels, brand imagery, brochures, events and packaging you can ensure your message will be heard clearly and consistently.

2. Personality & Values

When your brand can engage with it’s audience on an emotional level, consumers will go above and beyond to make sure they have your product over someone els’s. The values your brand hold combined with it’s personality, create the unique combination of characteristics that can be translated through your brand’s tone of voice, colour palette, logo, graphics and fonts, all of these elements combine to create the overarching visual language that people can connect with, overriding the hard sell message and giving people reasons to believe in what you can offer.

3. Communities that share

Knowing who your target audience is means you can engage with them more positively and meaningfully. In the process of speaking with your target audience you’ll also reach others, creating a community of like-minded people who share the same passions and outlook, meaning you’re more likely to sell more often to more people, and even at a higher price. When your brand has a following of people that start promoting your products for you - you’re winning.

4. Stories well told

If you can encompass your value, what sets you apart, and the benefits of your product/service in a meaningful way, your audience will listen to what you have to say. An effective story needs to be genuine and relevant to connect well with people, whether that’s on your website, packaging, social channels or a sentence on your business card, the words you choose and the visual language combine to create your brands unique and memorable story.

5. Show them you care

For brands that are going the extra mile when creating products or services and considering the ethics and sustainability of what they’re creating, it’s essential to show your audience you care about the same things that keep them up at night too. People want to feel good about their purchases. They also want to do good – for their own and others’ wellbeing, and for the planet. But confusing marketing messages and greenwashing can muddy the waters and make it difficult for people to make the right choices. Alongside this brands that are mindful of their impact can’t always compete with the lower costs of less ethical products. The answer? Better communication, ensuring your unique point of difference always resonates with your audience.

In essence if you can clearly express your brand offer and value across all touchpoints – from logo to lifestyle imagery – you’ll connect with consumers who want to make those better choices. The more brands that are able to do this the bigger difference we can all make, bringing more wellbeing to people and planet.