• Janet Ballonoff

Why branding matters

Updated: May 16

Being consumers as well as professionals, we all know about branding; we recognize popular companies instantly by their logos, jingles, and packaging. But branding is about more than just picking the right color combination or font, it’s about creating a connection with your audience so prospects recognize you when it’s time to make a purchase and existing customers are inspired to feel loyalty, and hopefully increase their business.


In the consumer world, people are bombarded by branding every day, thanks to the rise of social media and online advertising. But even among businesses and non-profits, standing out among the digital crowd is becoming more important. What’s most important is that you stand out in a positive way – branding gives you an opportunity to influence how people view your company, even if they’re just glancing at your Facebook page or seeing your logo at a trade show.


“Someone might see your brand for only a moment, but if it sticks out in a positive way, there’s a good chance they won’t forget it, even if this person isn’t ready to use your products or services just yet,” reads a Forbes article written by Kristopher Jones, founder of digital marketing agency LSEO. “Eventually, when they’re ready to take the next steps, if your branding has stuck with them, they’ll come back to you.”


Consistent branding that’s relevant to your target audience (eg: polka dots on a law firm logo wouldn’t go over well) breeds familiarity and sends the message that you are a trust-worthy, viable company that’s likely to be around for a while – an important consideration especially for buyers of expensive offerings who will want to know they will be supported throughout the customer lifecycle. Think of branding as telling a quick story about your company; summing up what you do and what you stand for through visual and audio representations.


Developing the right brand and adhering to it will also help your marketing team make decisions. If you pick two brand colors and subtle variations for your brand, you can eliminate the rest of the rainbow from the options when developing content. And a meaningful brand may also help with recruitment – especially important in today’s tight job market – if it effectively conveys your company’s culture and values.


Branding for nonprofits

Deciding on the right color scheme and tagline isn’t just for companies – nonprofits can also benefit by standing out in the crowd and succinctly conveying their mission. Nonprofit branding is key to fund raising, no doubt, but also can help further a social cause that your organization is focused on as well as attract desired talent and board members.


Effective branding that connects with customers (“This company’s logo looks eco-friendly, and that makes me feel good about my purchase”) can help build stronger relationships and turn them into advocates. And getting endorsements from existing customers is one of the most effective ways to expand your market share.


Talk to us about how to tell your story through your brand.