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Wheelhouse Collective

The Brand that Keeps on Giving — Part II

This is the second post in a two-part series. You can read the first post here. 

Strong Outcomes of A Great Brand
Part one of this article focused on the four reasons you should invest in your brand. Now let’s talk about what you should get out of that investment you make in your brand.

A Great Brand Establishes Credibility and Expertise.
One of the most important results of a professional branding effort is being seen as credible within your field of expertise, to position yourself as the expert. You do this by defining your strengths and expressing your company’s commitment to your audience through all communications. When you have a well known brand, your customers choose you over others in your industry because they believe your brand is better. Established credibility allows for more business growth because of increased connections with your audience. People just want to be associated with you. Presenting your unique brand qualities or strengths can help solidify yourself as an expert.

A Great Brand Makes You More Valuable.
People will pay more for what you offer if you’re perceived to be better than the competition. When people are familiar with your brand and you have established yourself as an expert, you can charge more for your products and services. On the other hand, if you have a weak brand, even low prices may not drive customers your way. So your profit margins will be lower and you will not be able to raise prices despite a lower turnover. Your job is to gain the trust of your customer by providing an experience that matches and exceeds the perceived value.

A Great Brand Communicates Quality.
A well-crafted brand will project a feeling of quality. From your logo and identity to your printed communications, to your website and all the touch points in between, the design and branding represent who your company is, giving a professional image to your business, so its vital it reflects the message you want to project. The opposite is also true; if a brand comes off as unprofessional or shoe-stringed, the quality of the product inside will be questioned.

A Great Brand Builds Trust and Becomes the Clear Choice.
The foundation of branding is trust. When someone’s experience with a brand matches the overall feeling they get from the communications (identity, packaging, website…), that person will begin to establish a bond of trust with that brand. When brand performance is consistent, the trust is reinforced and you have a loyal customer and increased sales.

Adding to that point, there is an increasingly crowded and competitive marketplace. It’s absolutely vital to have a strong brand that can stand out from the competition in order to improve your chance of becoming the preferred brand in your niche. Your audience really does want and demand, easy and straightforward choices. With thoughtful branding you express your company’s commitment to its audience. It blends a promise and the delivery of that promise. When you deliver on your brand promise, you build trust with your customers and it becomes easier for people to choose your business over others. Doing that consistently over time, is exactly how you succeed.

It’s your Identity in the Business World.
So, to become the leader in your market, you have to invest in your brand. How people connect with your brand, how much they like you and or how they feel about you, truly matters in this world. Robust brands inspire enthusiasm and movement. New brands have many hurdles to overcome, but the main factor is that they are unfamiliar to people and that makes people suspicious, which is just a part of human nature. A well-designed brand can help your business stand out, increase customer loyalty and has the potential to reach many more people. It will help your business to thrive, to be noticed and to have a competitive edge. The branding process is one of the most important things you can do to grow your business and should not be skimped on.

Ready to Create your own Strong Brand?
The first step to your branding success is to choose a professional branding firm for your project. If that’s something you are interested in, contact Wheelhouse today. For a great example of how this process works for our clients read here about our work with Natural Healing Omaha.

This is the second post in a two-part series. You can read the first post here. 

You can read “What is a Brand, Anyway?” here.


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