The role of branding of a business is key to giving off the correct message about the business in question. For example, PPS are a plastic packaging solutions company that has now pushed a focus on returnable packaging. This is a hugely important topic at present with everyone looking to be more eco-friendly. There moto is ‘returnable packaging that doesn’t cost the earth’. This is a key example as the message they are trying to give, of the work the business is doing and this is something they know will catch the eye of the public.
- So what is the role of branding?
This is the marketing practice in which a company will be shown through the creation of its name, symbol or logo. This overall design will then be how a company is identified. As mentioned previously it gives of the message of your business and the service that you provide or sell. The brand is the public face and personality of the business. The colour combinations and designs are also an aspect of this.
- Why is branding important?
Not only is it about leaving a lasting impression on your customers, it is also about giving off the image of what you can offer to your clients and customers. Branding is a fantastic way of differentiating from your competition and a means of establishing a business on a whole. Branding plays a vital role in how people see you and plays a key role in increasing your customer conversion rate.
- Sets you apart from the competition
Many customers tend to build brand loyalty and trust, so stick with the same products or a service again and again. This is a key example as to why branding can help to set you apart from the other competition within the market. This is also a process that is important as to always be aware of the competitors and how you can be different or even better.
- Improves brand recognition
The design of the logo design is a critical element in any business. Many of the biggest businesses in the world are now recognised by this, such as McDonald’s and the famous golden arch. It is important for the design to be simple but that will leave a lasting impression as this is the ‘face’ of the business as such.
- New customers
Branding can also help with word of mouth advertising. It can help to bring in more traffic via referrals if it is done effectively. It is all about leaving that last impression, which can help to bring in new customers and also existing customers back.