How and when to apply branding

8th November 2021

Branding is everywhere. Just one look down the high street or one scroll through social media, and you are exposed to several different businesses that are promoting themselves. Branding involves using the company name and logo, and a cohesive color palette across all products and online content.

The importance of branding

Branding is an important part of any marketing strategy. It forms the overall message of the business and helps to set it apart from its competitors.

Having a strong brand identity enables businesses to build a trusting audience. It gives them something to relate to. When a customer feels connected to a brand, they are more likely to remember it. This can help to generate more leads and boost sales.

When branding is used regularly throughout a company’s online content, it reinforces who they are and what they do to any potential customers. It’s a smart tactic that makes the brand more memorable and increases brand awareness.

When to appropriately apply branding

Branding should be used effectively at all times. It can help businesses to tell their story, and bring customers along with the journey. However, certain times are great for strong branding and others where a more subtle approach is better.

If a business is brand new and is trying to grow and reach a wider audience, using branding in every piece of content can help. It can establish the brand within the industry and get new eyes on its products or services. Similarly, if a business is rebranding, placing the new logo or brand colors in every blog or social media post reinforces brand identity.

When a company has a particular product or service they are launching, they may enhance the branding they include in their content to increase brand recognition prior to the launch. Direct marketing approaches that contain strong branding can be effective to attract an immediate response.

However, consistently pushing branding onto online viewers is not always the best thing to do. Sometimes, a more subtle approach is much better,

When a company plasters its logo here, there, and everywhere, it can cause ‘brand overload’. People can get frustrated or fed up when they see the same huge name and logo every time they view a brand’s content. It can feel less genuine and more forceful, which can put people off buying from the brand.

Any marketing strategy will preach the importance of branding. But if it is overused, it can begin to look uncreative and boring. Nowadays, customers have shorter attention spans. They want to see unique and creative posts when they log online. For this reason, brands need to consider occasionally switching up their design.

Shouting the loudest is not always the best way to get a brand out there. A more simplistic and indirect approach to marketing can resonate better with potential customers. It focuses on inviting customers in, instead of pushing them in, and this can help to build a stronger relationship between the business and its target audience.

Applying branding: In summary

When a brand wants to create a stronger, long-lasting relationship with its customers, these subtler approaches are likely going to be more effective. Or when the business is responding to customers through social media or online messaging platforms, the need for branding is much less.

Although having consistent branding is incredibly effective for the most part, using it in the wrong context can have negative consequences on a company. To learn more about how to use branding for your business, and for high-quality digital marketing at a flexible price, contact the team at Metigy today.

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