Branding is the backbone of your company. Without brand loyalty,
your product is just another name on the shelf. Why would someone
buy your product when there are numerous other products that do
exactly the same thing?
It is inherent in our nature to pick a side - to choose a team.
That's what branding does for a company; it allows people to join a
club; your club. And the more exclusive that club is, the more
people will want to join.
How branding works
Humans tend to
remember something better if it makes them feel rather
This is because the older, primitive part of your brain
processes information faster than your conscious mind. You need to
know if something is dangerous or not, before you consciously
recognise what it is. This is why you react to a bang before you
know a balloon has popped, or pull your hand away from a hot stove
before you even realise what's happened.
It is this feeling people associate with a product that makes
them want to return to it again and again.
Apple are the
undisputed masters of this.
People will queue up for days before the launch of the latest
iPhone to be one of the first to have it.
Why? It's just a phone, they all do the same thing.
But people don't camp out for days for the latest Samsung or HTC
And even when asked why they are queuing up, they can't give a
clear answer. "Because it's an iPhone," is usually the
People can't give a clear answer because there isn't a
This is how great branding lives in the hearts of your
The decision is being made by that primitive, emotional part of
your brain. People buy a product, not because it's the best, or the
cheapest, but because it makes them feel something, even
if they're not sure what that something is.
Why branding is important
To put it simply, branding is how your customers perceive you,
but it can extend far beyond that.
A brand is more than your business logo, it signifies your core
values and how you interact with customers and suppliers. It's your
reputation, both as a business and as a product.
Here are three reasons your branding is important
A strong brand gives something money can't buy -
It adds value to your business, making you worth more than
simply the sum of your assets. Having a recognised name will open
doors that would otherwise remain locked, and it's not based on
profit margins or annual sales figures, but simply on
recognition is important for several reasons.
People tend to buy products when they are familiar with the
company. Consistent and easy to recognise branding, is the key to
helping customers feel safer buying your product, rather than
taking a risk on an unknown company. Being a recognisable brand,
also allows you to stand out from your competitors, giving you the
obvious advantages that go along with that.
Brands that are easy to remember are easy to recommend.
This doesn't necessarily mean having a catchy name or logo.
People will remember your brand because you left an emotional
impact. People love to tell others about the things they like. They
eat branding, wear branding, listen to branding… and
if they love it, they'll be sure to pass it on.
In today's global market, having a good product simply doesn't
cut it anymore.
Small companies starting out are no longer competing only in
their local area, or even nationally. Selling online means selling
to the world, and there are many competitors out there with
products as good as yours.
This is why branding is so important. A good, solid,
recognisable brand can make the difference between success and
failure for a new company. Branding helps to build trust with
customers, develops loyalty and spreads the word - all good reasons
to put branding before your product.
Image Label Systems can help with
brand design and imagery.
We work with some of the biggest names in the business, putting
forward their brand to the world. Through us you can promote your
brand identity with our exciting range of retail packaging,
including unique, custom designed labels, carry bags, and
If you would like to know more about how we can help, or if you
have any questions about branding or
retail packaging, please don't hesitate to contact us.