When you think of branding, what is the first thing that pops in your mind? it’s the Logo, right!?. But it goes beyond creating a logo.
So, what is branding?
Branding is your identity, your voice, your promise to your consumers. Along with your product or services, it is the content you share and the customer service you provide. Branding is essentially a summary of your brand experience. it is a persona that people are able to relate to when they see or hear your name. Of course, the logo is an integral part of branding as it will be the essence of your brand identity.
Why Is Branding Important?
Branding generates new customers
According to a McKinsey report, marketers spend millions of dollars on extensive campaigns but what really persuades a consumer is a simple recommendation from a trusted source! It is the primary factor that drives 20-50% of all buying decisions.
And believe it or not, branding is the best way to leverage word-of-mouth marketing. Think about it, when someone compliments your shirt or your perfume but you simply can’t remember the name of the brand. That’s an opportunity missed (for the brand of course)!
Andy Sernovitz explores how brands give people reasons to talk about them in his book Word of Mouth Marketing: How Smart Companies Get People Talking. Make sure you add this one to your reading list.
Creates trust within the marketplace
When it comes to spending your hard-earned money, trust is the game-changer. You would typically ask your friends and family. With the internet and social media, the circle of trusted advisors has grown manifold.
Customers look for social proof of products and services before making a purchasing decision. Let’s assume you come across two brands selling similar products. Both products are good but one has a great presence online and many recommendations and the other not so much. Which one would you pick? It will always be the one with more visible proof and consistency! This is why branding is important, especially for small businesses to create an impactful identity and build trust in the marketplace.
Be original. Be you.
Even though there are many businesses, big or small, who offer similar products or services to yours, no one is exactly the same. But standing out in the crowd is necessary and that can be achieved only through a good branding strategy. Give us a call or write to us to outline your brand personality and create a visual identity. Take your branding beyond the logo.
While small businesses might face some challenges due to lack of resources, they have two big advantages over larger businesses.
#1 Quick Decision Making: You are the captain of your own ship and not 10 other members. With you alone in control, you have the advantage of being agile.
#2 Personality: it is a lot harder for larger multinational brands to create a personality that is relatable. There is a believability factor that rules in favor of small brands.
An example of good branding is when customers are able to understand what you offer without even having to ask a question. Here are some of our favorite examples of branding done right by small businesses that are doing exceptionally well!
The Rug Republic
Formed to tackle the limitations faced by the handicrafts industry in India during the industrial renaissance in India back in the 2000s, the rug republic is the brainchild of Mr. Aditya Gupta. The brand philosophy is to ‘promote from within’ giving much-needed support to Indian artisans. They focus on creating a well-rounded ecosystem that is beneficial to designers, artisans and provides employment opportunities. From the logo to products the brand embraces the modern design yet holds on to the classics.
Branding Tip: social and emotional impact
What emotions does your brand associations evoke?
The rug republic is pretty crisp in its messaging! The word republic signifies the importance of giving power to people. It evokes the feeling of being instrumental in the betterment of the people. Creates and builds a strong sense of community.
Restore
Contributing to the issue of managing the plastic problem, Restore is unique in every sense. The message is simple – the only way to eliminate waste is to not create it all!
They not only promote reusing and recycling with their products but also showcase their strong sense of purpose in their Logo. The website beautifully represents the need of the hour.
Branding Tip: practice what you preach
Check out their Insta handle @join_restore. You’ll know what we are talking about!
Nicobar
Modern yet rooted in India is precisely what comes to your mind when you look at any products from Nicobar. A brand that started with the idea to change the way we consume fashion co-founders Simran Lal and Raul Rai emphasize that ‘Nicobar is a vehicle to communicate the philosophy of living’
The interesting aspect of the brand design is the simple fact that with 7,516.6 km of coastline, India still didn’t have its own representation of the tropical design. From logo to products to communication, every aspect is in sync with what the brand stands for. We are loving the simplicity and what modern India looks like!
Branding Tip: Unique yet rooted
Being grounded is one of the most admirable qualities and Nicobar represents just that- modern yet rooted in India!
Greater Than
Nao Spirits, an outlier among Indian liquor makers spearheaded the gin revolution in India, with its first homegrown gin ‘Greater Than’.
Two things they got absolutely right – logo and being known for something specific.
Their logo is simple yet memorable! A sign that is universally known and an angular design that’s aesthetically pleasing. and being first at anything always comes with its advantages. A relatable presence across social media and of course the brilliant taste of meticulously curated Gin makes ‘Greater Than’ one of our favorites!
Branding Tip: Simple yet memorable Logo!
We all learned these signs growing up and we all want to be greater/better at everything.
The high consumerism makes the branding activity overwhelming at times. A well-thought-through brand strategy will make sure you stand out in a crowded market. The first step towards creating a robust brand strategy is to work with a good brand consulting firm.
We understand that every small business has different requirements and budgets. Let’s talk and we can customize the solution based on your needs.