Why invest in your brand?

You may not realize it but outdated branding, inconsistently applied, is confusing people. Important people. Your customers, potential employees, vendors, business partners—even your current employees. And, it’s costing you.

A brand is more than a logo, it’s how your organization is perceived through your visual and verbal identity. It’s a representation of your reputation across all platforms, an expression of who you are, what you stand for, and why clients should do business with you. And, strong brands consistently outperform weak ones—consumer and B2B—especially in challenging markets and economies. (McKinsey) 

Invest in your brand, it pays dividends with all your key audiences. Here’s how:

Customers

When customers get who you are, can recognize you right away and understand why they should care enough to buy from you, you:

• Give prospects a reason to choose you over your competitors
• Speed the purchase cycle
• Bolster credentials when entering new markets
• Drive customer loyalty and satisfaction, building trust in your business
• Attract better customers

Partners and Vendors

When business partners and vendors understand who you are in a credible way, you:

• Gain greater access to new business partners
• Become a desirable, trusted partner of choice
• Boost credibility and authority
• Have easier access to credit

Employees and Recruits

When employees and potential employees believe your brand values and promise, you:

• Attract and retain top talent
• Enhance employee morale and loyalty
• Make your company a more desirable workplace

Your Bottom Line

When you create a well-positioned, differentiated brand you create real economic value, helping you:

• Close sales more easily
• Earn premium pricing
• Support the valuation of your stock or company

Key Takeaways

Your brand and how it lives in the world supports—or hinders—your success. A strong brand sets the stage for growth, influence and profitability. These results are measurable in awareness and perception; customer acquisition and loyalty; and financial performance.

Branding isn’t just another line item in your marketing budget, it is the foundation that, when done properly, can pay dividends over the life of your business.