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Why Your Brand Is More Important Than You Think

Why Your Brand Is More Important Than You Think

A business’ product is an overall measure of the entire business and not just what it sells. A large part of a business that can dictate profits and sales is the critical intangible known as the company’s brand. Here are some reasons why your company’s brand is perhaps the most critical factor in determining your company’s success.

Top Talent Looks for Strong Brands

It is axiomatic that talent makes a company. A company is only as good as its base of workers and employees want to be. RecruiterBox explains, “Top talent will usually seek out top brands as well. This is because winners want to be associated with winners.” When potential employees recognize the strength of a company’s reputation and brand, they will prioritize that company in their job search. If nothing else, the fact that they have worked for a strong brand can help them throughout their career.

Strong Internal Branding Raises Morale

Your business’ brand doesn’t just affect those outside your business, like the public or potential customers, but it also impacts those within your company like your employees and internal leadership. Bags in Bulk explains, “Employees want to have a sense of purpose and a sense of belonging in their workplace. If the goal post keeps moving, or if they receive mixed messages about what the brand represents, they’re going to lose focus and devalue the brand.” In other words, the aim is to have employees know what they are working for at all times. A strong brand can give workers a drive to maintain and build that brand.

Branding Builds Customer Loyalty

When customers know exactly what they are getting with your company, they will have a strong attachment to the business. They are more likely to give you repeat business if there is an overall narrative that can be sold. Canny recommends, “Building those lifelong relationships with your customers is what makes a brand last. Taking care of these relationships is something every brand needs to focus on.” This will lead to customers being able to identify with the business. As you can build that kinship of shared values with your customer, they will likely keep coming back.

Branding Gives You More Flexibility

In a way, branding equals trust. If customers trust in your business and your brand, you have more leeway to take chances as a business to grow. Customers will bear with you as you introduce new products, and they may be willing to try new things since it is an outgrowth of your brand. That being said, constant communication with customers is key. Design Council explains, “The consumer’s voice has become louder and much more public. Consumers can publish their experience of a brand and compare it with the experience of others. The ability of a brand to respond to this can have a profound effect on the way they are perceived.” Once clients believe in your brand they will be kinder to your company as a whole and, you can change things at the margins while maintaining the brand name. This can help increase profits.

Every aspect of your business should be about building your brand. Being successful will have benefits both in running your business and attracting customers.


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by Eileen O'Shanassy // Eileen O'Shanassy is a freelance writer and blogger based out of Flagstaff, AZ. She writes on a variety of topics and loves to research and write. She enjoys baking, biking, and kayaking. Check out her Twitter: @eileenoshanassy.

Opinions expressed by contributors are their own.