Do you need branding? The short answer is yes! 

I’m not just saying that because I’m a brand consultant. Branding is more important than ever before. It is not just for big startups that have massive budgets. I will say that micro and small entrepreneurs need to harness the power of branding even more than their larger counterparts.

Have you ever researched to see how many other businesses exist in your field? A lot, I bet. Let’s look at the beauty industry as an example. While conducting competitor research for a client, I came across dozens of local beauty brands in existence (about 100), and this was just on Tshenelle AKA Nelly B’s list. How can you, an upcoming beauty entrepreneur, think that branding is not essential?

Remember what a brand is: it’s your audience’s gut feeling about your business. So, whether you like it or not, you’ll always have a brand. People are always going to form an impression about your business. It’s best that you intentionally and actively take steps to manage that impression. You should be clear about what you stand for, your target audience, and how you want to position your business in the sea of competition.

Think about my example about the number of beauty brands out there. Customers have choices in abundance. So why should they choose you? How would you stand out from the crowd? You need to help them decide which product or service is right for them. Branding does that. As Debbie Millman states, “branding is deliberate differentiation”. 

When you understand what makes your potential customers tick and what influences their purchasing decision, you can frame your business in a way that you become irresistible to them. 

But branding does way more than just luring prospects to your business as opposed to your competition. Branding creates an emotional connection with your customers. 

Building a brand for your business is about connecting people to your purpose. It highlights the promises you’ve made to your customers and the role your business plays in their lives. To quote Phil Duncan, Global Design Officer for Proctor & Gamble, a brand should help your customers “feel better, look better, or be better.” Think about what you want your customers to achieve when they use your products or services. How are you going to benefit them? Your brand strategy will then help translate this into a visual identity and messaging that communicates this to them. 

A brand is a promise of expectations about your business. 

So, why is branding important for businesses?

1. Branding highlights your brilliance!

Your magic, your uniqueness, and your brilliance should form the basis of your brand strategy. Do not be afraid of competition. A hundred persons can sell the same product, but they can each have a different way of doing it. That little bit of magic or flair that only you can bring to the table sets you apart in the market. Your brilliance and magic should be an identifiable thread in all your brand communication. 

2. Branding helps you connect with your tribe. 

A brand tribe is a group of people linked by a shared belief about a brand. Tribes connect based on mutual values and interests. Your brand tribe is a key customer segment. When it comes to brand strategy, you need to define what it means when someone uses your products or services. Customers have moved beyond purchasing products for features and benefits. Even the product experience or what they feel when they use your product is not enough. Customers tend to use products because of what it says about them. A brand can signal who you are and what values you hold dear. So, customers need to know what your business stands for. There’s value in meaning. 

3. Branding increases trust

Branding is about authentically connecting with your audience. As your audience gets to know you better, they start trusting you more. Therefore, a solid brand strategy will ensure that you communicate your brand’s meaning, promise, and value to your audience. Match this with a cohesive customer experience and a product or service that delivers on your promises. 

These are just three reasons why branding is essential. You’re branding your business even when you think you’re ignoring branding. Like it or not, people are looking and are forming perceptions about your business. So, why not be intentional about what you want them to think?

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