the benefits of Branding your business
“Your premium brand had better be delivering something special, or it’s not going to get the business.” WARREN BUFFET
Many business owners fail to brand their businesses because they don’t realize the benefits. Business branding, or company branding, is essential if you want your business to be all that you dream it can be.
The impact that branding will have on your business, and on the success of your website, is huge. Once you get your branding right, everything falls into place. You’ll have a concrete vision about your business, the clarity to bring that vision into reality, and the confidence that allows you to build your business.
More specifically, your business will experience the following benefits:
Visitors to your website fall in love with Your Business
You may not become the next Apple and attract fanatically devoted customers by the millions, but a strong brand delivered consistently and backed up with action will get you to stand out from the competition and give potential customers a reason to choose you. Not only will they come, but they’ll come again and again. And they’ll tell everyone they know how great you are. It doesn’t matter what type of business you’re in; people will be attracted.
People make buying decisions based on emotions, and those emotions are most easily engaged when they understand what you’re all about. Not everyone will feel that you’re the right fit, but you don’t need the whole world to be your customers. No business, no matter how big, can appeal to everyone. The ones who are attracted to your business’s personality and values, though, will find it irresistible.
Your Bottom Line Does a Happy Dance
Why do companies that make designer, luxury products charge so much? Because they can. People buy those products because the company brand triggers certain emotions that create the desire to have them. Even people who can’t afford those products buy them because their buying decision isn’t rational. When you give people an emotional reason to do business with you, they’re unlikely to object to your prices.
The result is higher profits from the same number of sales, and you’re not going to argue with that. Even better, you’ll get more sales. First time shoppers will be far more likely to choose you than your competitors because you’ll stand out from the crowd. And regular customers of your competitors will slowly start to realize that there’s a more interesting or exciting alternative—you.
And, as a bonus…
All Your Employees will March to the Beat of the same Drum
That’s right, no more “everyone for themselves” in your business. With clear vision, mission, philosophy, and values, your employees will know how to treat customers, what to do when a problem arises, and how much authority they have to make decisions. And they’ll be happier and more productive knowing “how things are done around here.” Their actions will also be more consistent with the company culture.
Here’s what will happen: you’ll end up with a team of people who refuse to put their own interests ahead of your business. Those who don’t agree with your brand will know it’s time to leave.
You’ll also have a foolproof way to find the right new employees. Prospective candidates will know before they’re hired exactly what type of shop you run, and you’ll quickly recognize the ones who won’t fit in. Some will say they’re no longer interested in the job, while others will show their genuine excitement. You’ll then be able to choose the best of the best, not necessarily in terms of talent, but in terms of their buy-in to your philosophy and their future loyalty.
Better employees = higher profits.