Why Branding is Important

By Daniel Rendelman

Years ago, ranchers would use a red-hot burning rod to place a special symbol on their livestock. The seared letters marked ranch quality, ownership and even allowed a wandering animal to be returned. Today, branding still makes a mark, yet it is more about business than cattle.

We all identify with certain brands and choose them every day – from the soda we drink (who orders a Tab?) to the cars we drive (wouldn’t a Tesla be cool) and the phones we use (Apple or Samsung, right?). Just look around, and you are sure to find branded products everywhere. 

Branding answers two crucial questions. 

“Do I know you?” is what people initially ask themselves when your company comes to mind. A recognizable name recalls your reputation and trustworthiness. “I’ve never heard of them,” is a reply no company would never want to hear. Awareness is key. Five thousand five-star reviews are better than 42. And no one checks the 37th page of Google or Amazon search results. 

“Do I like you?” is the second question that consumers automatically ask. Leaving a burger joint after feeling ignored doesn’t help that restaurant. And bad press about a rogue employee is damaging. Just the opposite, a pleasant phone call works wonders. Feeling appreciated prompts people to respect you. It has been proven that most buying decisions are emotionally driven. So, what is the positive emotion you want to be associated with your company? That is critical to consider and reinforce. How people perceive you is your brand identity and voices your values, personality, and message. 

Feelings of familiarity grow through continued exposure until your brand is desirable. Branding emotionally sears an image until a person trusts and knows your story. Branding is a type of marketing that influences decisions over time. It is not a type of “direct response” offer or calls to action. That slogan you can’t get out of your head or unforgettable tagline was branded there so it was remembered. This doesn’t happen by accident. It takes repetition and consistency for a brand to build. Coca-Cola was just a fountain drink in Atlanta until it became one of the most recognized brands in the world. Their logo has stayed consistent since the late 19th century as they have reinforced their message of refreshing good times.

The power of branding works subconsciously to set companies and products apart. You see a brand like Michael Kors, Nike, or even Crest and associate certain feelings with that product. A Neiman Marcus handbag, for example, connotes a specific style and affluence. The more you see a brand, the more familiar and desirable it becomes until people actually brand themselves by wearing logos or trademarks proudly. You can utilize branding to connect with the community to know you and feel good about your business.

It’s been said that “you don’t own a brand, a brand owns you” and this is true with cows and it’s true with customers too!