The Importance of Branding

 /ˈBran•diNG/

The art and science of making a product, organization, person, or service

easy to recognize and different from others, using brand identity.  

Branding establishes the business expectations for your customers and clients,

setting you apart from competitors

"Building an audience is more valuable than direct sales for over 70% of brands. And 77% of B2B marketing leaders say branding is the most critical aspect to growth."

Components of a Brand Strategy

• Brand Promise - the commitment your brand makes to deliver value to customers

• Brand Position - your brand's "place" in the market compared to competitors

• Brand Personality - how your brand is perceived and how customers relate to it

• Brand Association - the images, likeness, or feelings people connect with your brand

• Brand Identity - how your brand is uniquely recognized through various elements

Branding vs. Marketing

Branding	Marketing
Why your brand is different?	How do you sell your brand?
What is your story?	How customers benefit from your story?
Who are you?	How will you build brand awareness?

Ask These 10 Questions About Your Brand...

1. What is my brand's why?

2. Who is my ideal persona to reach?

3. What personality should my brand convey?

4. How is my brand different than my competitors?

5. What are my brand identifiers? (Colors? Visuals? Fonts?)

6. How can I share my story across platforms?

7. Which platforms are best for my brand identity?

8. What is the best content to showcase my expertise and engage my audience?

9. How can I interact with my audience to foster a loyal relationship?

10. What is the most effective way to track KPIs and is there room to adjust the strategy?

Branding Essentials

• Logo

• Color Palette

• Slogans

• Messaging

• Mission Statement

• Font(s)

• Brand Messaging and Voice

Helpful Links to Start Your Business:

• Canva Brand Kit – Create logos, graphics, content: https://www.canva.com/brand-kit/

• HubSpot Branding Guide – Step-by-step brand strategy: https://blog.hubspot.com/marketing/branding

• Entrepreneur: Branding Basics – Articles and examples: https://www.entrepreneur.com/topic/branding

• The Branding Journal – Insights on brand strategy: https://www.thebrandingjournal.com

• Adobe Express – Free visual branding tools: https://www.adobe.com/express/

• Forbes Branding Section – News, trends, case studies: https://www.forbes.com/branding/

• LinkedIn Learning: Branding Courses – Online classes: https://www.linkedin.com/learning/