Why Is Brand Important

At Displaysense, we want to help you succeed in the world of business and help you understand and dominate your chosen market. This is why we have created a range of resources and tools to help you flourish in business, including our latest addition which tackles the subject of ‘brand’ and ‘brand identity’.

Keep reading to find out what a brand is, what the benefits of having a brand are for your business and some examples of good brands. You can take some inspiration from the brands showcased, and we have some top tips that you can use to create suitable branding for your business. Brand and branding are important for any business in the current climate, but why? You’ll soon find out.

In business, a brand is a product or service consumers use to distinguish it from other services or products. This makes it easier for said product or service to be marketed. Branding qualities often sit with its personality and delivery and determine how a consumer identifies or perceives the service or product.

There are many ways in which a consumer can identify a brand; understanding these will give you a foundation to work from when crafting your brand.

Logo:

One of the most important parts of branding is the logo. This visual representation can help users understand when they see your products, and an instantly recognisable logo can help raise your brand awareness.

Slogans:

think of some of your favourite brands and their slogans. Some examples include

Nike: “Just do it.”
Disney: “The happiest place on Earth.”
Tesco: “Every little helps.”
McDonald's: “I’m lovin’ it.”
Specsavers: “Should’ve gone to Specsavers.”
Kit-Kat: “Have a break…have a Kit-Kat.”

A slogan reminds users of your brand and can often become a part of your everyday conversations, which helps brands gain more recognition and opportunities to spread their messaging.

Packaging:

Having recognisable packaging or a premium packaging experience can set your brand apart and give you an edge over your competitors. Packaging can help reflect and extend the ethos of the brand for audiences. If your brand is environmentally friendly, you can extend your brand messaging further by wrapping your products in environmentally safe packaging. There are many ways to show consumers who you are and what you stand for.

Colour schemes:

Some brands have specific colours locked into the psyche of consumers. Think about Mcdonald's and its specific hue of yellow or Coke and its red tones. Identifying a colour scheme is important for branding, and being consistent with your colours will ensure consumers start to identify specific hues with your brand.

Although it can be tiresome, time-consuming and difficult to maintain, branding has its benefits which include the following:

Brand Awareness/Recognition	When your brand is instantly recognisable to users, they will think of you first when they next need to purchase your product. This helps cut advertising and marketing costs as you will already be in the consumer's mind.
Word of mouth marketing	If a consumer is impressed with your brand, let's say your tone of voice is funny, or you pride your brand on ethics – a consumer could pass this on to their friends and family, and it is a great way to increase awareness and loyalty.
Customers remain loyal	Branding is designed to evoke positive emotions; when consumers are happy, they are more likely to purchase from you. If a customer has a positive experience with your brand, they are more likely to return time and time again.
Advertising and marketing become effective	Advertising and marketing become effective
Lower price sensitivity	Creating a strong brand that people want to be a part of helps lower price sensitivity. Customers will likely want to pay for your offering if there is a demand for your brand, product, or services.

Your brand will fit into a specific branding type depending on what you are selling. These include the following:

Product brands are usually associated with their most popular lines or products, typically tangible objects. It can be a specific individual product or a range of products. Examples include brands such as Coke or Pepsi that sell individual products. An example of a product range brand would be Audi, which sells a wider product range under varying models.

Service brands

A service brand offers a service to its customers; an example of this would be Uber or Airbnb. These types of businesses focus primarily on delivering high-quality services, so often, branding and the customer experience are important and maintaining high standards is crucial.

Event brands

Not as common as product or service branding, event branding focuses on creating a positive customer experience for those attending events. Common examples of this type of branding often occur in sport. You will find some brands sponsoring events to create an affiliation associated with a sporting event. Alternatively, this could be a musical festival, such as Glastonbury.

Cult brands

It is a brand's dream to gain a cult status following. Creating a community within your brand that is attached to your brand name helps promote your brand and its values. Examples of this include brands such as Patagonia and CrossFit – both of which have fierce community-based followings that share the ethos and messaging of the business whilst promoting their offering.

Luxury brands

When you think of luxury brands, you typically think of Tiffany, Cartier, and Chanel, which offer experience and prestige. Luxury brands rely on their presumed quality and storytelling to deliver social status and endorsement to those who interact with their brand.

Now that you know exactly what a brand is, the different types of branding and the businesses associated with each type of branding – it’s your turn.

Use these top tips to create your very own brand and stand out from the crowd:

1. Research, research, research: To understand what will work for your brand, you must research what your customers want from their brands and what your competitors are doing. Analyse the market and see how other brands write their copy on social media, what colour palettes your competitors use, and what turns your customers off and on. Listen to your target audience and take their feedback and recommendations seriously regarding branding; they’ll be purchasing from you – make sure they are listened to.

2. What do you stand for?: Creating values and an ethos for your brand is more important than ever in the current climate. Consumers are looking for brands that stand for something and are authentic in delivering their promises in their products and services. Do you want to create an environmentally friendly brand? Or do you stand for community and want to create a space and brand that consumers enjoy? Finding this and ensuring consumers associate it with your brand will set you apart in the crowded marketplace.

3. Personality: Decide how you want your brand to sound. Do you want it to feel informal in the tone of voice? Or would you prefer your audience experience storytelling through your copy and voice? This is where you get creative and decide how to present your brand. The main tip is to keep it consistent and deliver your messaging uniquely.

4. Aesthetics: The look of your brand is just as important as how it sounds. Create a company logo and colour scheme and use this at every opportunity. Whether that is on your packaging, your products and even your online assets – try to include it consistently wherever anyone might come into contact with your brand.

Stick with it: Creating a recognisable and successful brand is hard. One of the main tips when creating a brand is consistency and relevancy. Make sure you stick with your intended messaging and look, but don’t be afraid to move with the times and update this slightly when the time is right.

Branding with Displaysense

If you would like more information on creating the best branding for your business, make sure to check out our article, ‘5 in-store branding ideas to reflect your brand identity'. Also, check out the snap frames and lockable posters ideal for displaying your brand messaging and helping you create a cohesive feel and look for your brand and business.

What is a brand?

How are brands identified?

Benefits of branding for a business

What are the different types of brand? [with examples]

Top tips on how to brand a business

Branding with Displaysense