Why do You Need a Strong Brand?

In short, Brand is everything. 

It is more than just a snazzy logo and a catchy strap-line. Good branding provides an organisation with an Identity.  A successful Brand can be seen as being a double edged sword. It should provide customers with an instantly recognisable and trusted front, but it should also provide staff with a framework within to operate.

Considering this statement, let us return to our opening question. “Why do You Need a Strong Brand?”

Recognition

Potential customers do business with companies they are familiar with. With Brands they know. If Branding is consistent and easy to recognize, it can help potential customers feel more at ease purchasing from an organisation. Organisations need to stand out from their competitors, and getting Branding right will help an organisation begin taking that crucial step forward, in any competitor line-up.  

Trust

There is a saying that states “Familiarity breeds trust.” And this is something that builds upon recognition. When customers are provided with a good experience, it is not just the service or product in question that benefits with an increase in reputation.  There is an added bonus is in the growth in trust for the overall Brand. For this free ride though, there must be a Brand in place to be trusted.

Representation

Brand also works within an organisation. It provides guidance on how members of a company conduct themselves. How they represent the company, how they dress, and how they use various lines of communication are all wrapped up in the organisational brand. Companies who get this right, deliver consistency to all who they deal with, building Recognition and developing Trust.

Sales

Ultimately, the purpose of a Brand is to increase sales. People love to tell others about the Brands they like. People are obsessed by Brands, and they’re constantly telling others about the Brands they love.  They can’t tell someone about a Brand they can’t remember. A strong Brand is critical if you want to increase sales via recommendations and referrals.

The most successful companies, no matter their size, have one important thing in common. They have established a strong Brand to build upon. It is something every member of the team can represent and every customer will recognise. A successful Brand is the foundation of a successful company. 

If you feel your company would benefit from Brand Review, no matter: if you are starting out or thinking of a re-branding exercise, feel free to get in touch with VGS Media.

Will Hogarth

CTO @ VGS Global