Why Do I Need A Brand?

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You Want Your Business To Be Noticed

Chances are there are TONS of other businesses that offer the same products or services that you do. That may leave you wondering: how are you supposed to stand out from the crowd and make people want to come to YOU instead of your competition? 

The simple answer is branding. 

A brand creates recognition and value, helping people feel more at ease when purchasing your product or service. Think about companies like Apple or Disney. People don't necessarily buy their products or consume their content because they are better than the competition; people use their products and services because they trust their brand. 

A small business owner doesn't have to worry about competing with big-name companies like those, but that doesn't mean having a brand as a small business isn't still important. A brand is your identity, your voice, and your credibility as a professional in your field. The guy who slaps black lettering on the side of his van may get a few calls here and there, but he impresses on the mind this perception: That he doesn't care about his business or the people that he serves. He's just there to make a quick buck. He has no identity, voice, or credibility. He is more easily forgotten and will probably be out of business sooner rather than later. Don't be THAT guy.

A Brand Creates An Emotional Connection

Don't worry; We aren't going to get all touchy-feely. However, we will say that businesses who have developed a successful brand identity are much more likely to be chosen over those who have not because of the emotional connection they create between their business and their customers. Since purchasing is often an emotional experience, you want your brand to help others feel good when it comes into their mind. 

What kind of emotional response do you want to invoke in your customers? Trust, happiness, loyalty, confidence, knowledge, fairness, pleasantness, and professionalism are just some of the words that people can associate with your business just based on your brand alone! This picture of a happy dog is just one example of how imagery can psychologically motivate a person to take action. If that image made you smile, it probably made you happy, which means we've achieved our goal. (Extra credit if it made you go "aww")