Why Does Branding Matter?

We come into contact daily with brands whether we realize it or not, especially when we shop in a store, watch a TV commercial, or go online. The familiar symbols, colors, and catch phrases – or branding – that businesses use to make them memorable in a sea of options.

But what if we aren’t all selling high profile products and services? Does branding even matter for the “little guy”?

In a word, yes. There’s a lot more involved in branding than you might think. And your brand is a lot more than your logo.

The purpose of branding (or re-branding) is to:

• help provide consistency and clarity to whatever you are offering.
• a reference tool that can be used to unify your product or service from your website to your letterhead.
• convey your personality and mission to the audience/customers you’re trying to reach.

Establishing your brand identity can be an integral first step for your business or ministry because if you aren’t clear about who you are, your target audience certainly won’t know either. And with a short attention span and a plethora of options out there, people won’t stick around until you figure it out.

Your brand should, in the simplest way possible, tell people what you create and/or what you do. A design company, like MRM, can not only assist you as you figure out your brand, but can guide you through each phase of the design process, incorporating your “new” brand into your logo, website design, and more.

So, what are the elements of a brand that you should consider?

• Who are you? How did you get started? What is your vision? Who is your target audience? What are your values or guiding principles for your business/ministry? How would you describe your business personality?

• What is your brand message or mission? Do you have a tagline that summarizes your business/ministry?

• Logo — Where and how will you use it?

• Design Elements — Color palette, font style(s), image style/photos (that work with your brand) need to be narrowed down and decided.

Once you’ve considered your brand elements you can work with a designer who can create a brand board (or style guide) for you. A brand board visually shows you all the elements and how they work together to create your brand. The overall look on this board should convey the vision and feelings you want your audience to experience when they interact with your business/ ministry/ product.

So, why does branding matter? Because you put your heart and soul into creating a product or service that will help, encourage, and maybe even inspire others. Don’t let aesthetic inconsistency, uncertainty of vision or styles confuse, or even lose, your audience.

Establishing and building a brand matters for everyone, regardless of how “big or small” you are.