Branding in Marketing – Why is it Important?


Back then, branding included names, slogans, signs, symbols, and designs that differentiated one organization, product, or service from another. Branding has become more complex today and has taken on a greater significance.

Is There Anything a Brand Should Do?

There is more to branding than just getting your target market to choose you over your competitors. It’s also about convincing your prospects that you are the only provider of a solution to their problem. It’s all about solving problems. Your brand should: 

  • Communicate clearly what you want to say
  • Confirm the credibility of the brand
  • Develop emotional connections with target prospects
  • Encourage the buyer to make a purchase
  • Create loyalty among users

Customer Understanding and Branding

For branding to succeed, you need to understand your customers’ and prospects’ needs and wants. Your brand strategies should be integrated throughout your company at every point of public interaction.

Imagine your organization or company as a living, breathing person. Describe who this person is, what they offer, and why they are valuable.

By establishing an emotional connection with customers, clients, and prospects, your brand will become ingrained in their minds and hearts.  

How Branding Is Important and The Three Key Questions

Your brand represents a promise to your consumers. Your brand must be able to live up to billing itself as the manufacturer of the longest-lasting light bulb.

A brand must be researched, defined, and built over time.

Your brand logo can serve as a guide to assist you in understanding your business objectives and aligning your strategy with them. Your logo should be well crafted by a professional designer or you can design it yourself using editable logo templates on the web. To create customer loyalty, branding has to last after the purchase – it can’t just happen before the purchase. 

Answer these three questions to create that:

  1. Has the product or service met your expectations?
  2. Was the quality as good or better than promised?
  3. Did the entire customer experience meet your expectations?

You have created a loyal customer if you can answer these three questions positively.

Customer Loyalty Beyond Loyalty

As well as creating loyal customers, branding also creates loyal employees. Brands give employees something they trust and something they are proud of. They help employees put the organization’s purpose into perspective. Their participation feels significant and they are not just cogs in the machine.

Evaluation of Your Brand: A Basic Checklist

In what ways can you determine if your brand gives you the internal and external value you need? Here are some questions to help you get started:

  • What does the brand have to do with my target audience? Is it something they will instantly understand?
  • Are the brand’s values aligned with what I am offering and why does it matter? 
  • In addition to the promise made to my target audience, does the brand have value for my internal audiences as well?  
  • How does my brand represent the values I want to convey to mycustomers?  

In the development of your brand, let these questions serve as a guide. If you’re not sure about the answers then you may want to revamp your branding efforts. Make sure your branding must align with your marketing. Whether you making a short video or launching an online campaign, make sure it should be aligned with your business branding strategy.