Branding is something that small business owners are familiar with and often know that they need but sometimes can’t justify the investment or are unable to explain why they need it. As a branding designer, I’m going to explain why branding is important for your creative business and why I believe it really is worth the investment.
Branding is essential to a successful brand
Branding is just one part of a successful brand but it is an oh so important one. Think about your favourite brands and what it is that you love about them. It could be anything from the way they package their products to the weekly newsletters you receive from them to the way you feel when you enter their shop. This is all branding. Without branding, none of these feelings would be possible.
Branding is your client’s first impression
Good branding is like a good first date. I know, I know, looks aren’t everything but when you meet someone for the first time, first impressions count and the same goes for branding. When done right, your branding will be your ideal clients first impression of your business and it needs to resonate with them.
Before your client even has any experience with you, your branding should give them an idea of who you are, what you do and who you serve. It should entice your ideal client into sticking around and wanting to know more about you.
Branding sets you apart from your competitors
As a creative small business owner, it’s likely that you are working in a saturated industry. Whether thats wedding photography, wedding planning or interior design. There’s no doubt that there are many competitors out there. So how do you stand out? Well one of the ways is through your branding.
Don’t follow the crowd and use pink in your branding because that’s what everyone else is doing. Or maybe you’re seeing calligraphic logos everywhere and think that’s what you should do too. Think about what makes you different from others in your industry and use that to create a brand that speaks to your ideal client.
Branding makes your business memorable
Cohesive branding will ensure your business is memorable. You want to ensure that your branding is consistent right across the board from your website to your business cards to your social media profiles to your brochure. Don’t worry about things looking the same, that’s what you want them to do and it’s likely that your clients won’t see every part of your branding.
Branding done right attracts your ideal client
Well thought out and well designed branding will catch the eye of the types of clients you want to attract and work with.
Think about some well known brands, take McDonalds for example. McDonalds branding is brightly coloured and fun and they are known for a quick, cheap bite to eat. Now think of your favourite restaurant. Perhaps the branding there is more sophisticated and refined. It’s somewhere you go when you want to relax, have a good time and experience good service.
The same goes for your branding. It needs to be designed in a way that resonates with your ideal client.
I hope this has given you some food for thought into the importance branding has on your business. If you’re ready to invest in growing your creative business, I’d love for you to check out The Flourish Experience.
Join my free Facebook community, the Brand, Market, Flourish community for support with growing a flourishing brand through solid strategy, striking branding and strategic marketing.