The Subconscious Impact of Branding
Branding is more than just making a product, logo, or campaign – it covers every aspect of a company, every engagement, every person, and everything your brand does. It’s the emotion you invoke, the things you talk about, and the way you talk about them. Many businesses shrug-off brand development and just want to focus on sales, thinking that because they’ll never be as huge as Target, that they don’t need to take their logo that seriously. A lot of people think they aren’t impacted by brands but we beg to differ.
Do you buy name brand or store brand canned vegetables? Are you more likely to buy from a brand you’ve never heard of or one you’re familiar with? People may unconsciously buy brand name over a product that is (ideally) exactly the same, but the recognizable brand increases trust and comfort, even if totally unfounded.
This also transfers over to the online space. New research from Search Engine Land and SurveyMonkey found that more than two-thirds (70%) of consumers look for known brands when doing product searches online, followed closely only by free shipping. This is why developing strong, recognizable, and consistent branding is crucial.
MARKETING TO EVERYONE IS MARKETING TO NO ONE
Building a “known” brand that people trust takes more than just putting your product in front of people and pushing sales. We live in a world where there is an abundance of alternatives, and unless you have a very strong competitive advantage, having an excellent product or service just doesn’t cut it. Marketing to everyone is marketing to no one. Companies today need to have branding that is memorable and resonates with the right people.
What type of people do you envision when you hear the brand names REI, or Abercrombie & Fitch, or Lululemon, etc. I guarantee you each has a specific age, hairstyle, and demeanor. Humans are hardwired for connection. Strong brands have an Identity, a Brand Personality, and a Brand Purpose that certain people can identify with.
MAKE YOUR BRAND MEMORABLE
What do you visualize when you think of Coca-Cola? Was it the logo? The bottle? Color? Maybe it was multiple of these things. Whatever it was, it likely had to do with an aspect of the brand and evoked some sort of emotion. Having a strong Brand Identity means that every element of the brand’s marketing – the story, voice, typography, imagery, and color palette – are working harmoniously together so that people can identify your brand more easily. Logos make brands recognizable even when there aren’t words. This doesn’t just apply to giant corporations. If only the logo of your favorite IPA or a group of your local coffee stands was presented to you, chances are you’d immediately know the company. THAT’s the power of a brand.