The Power of Branding: How a strategic brand can be your business’s best asset.
In today's hyper-competitive retail and e-commerce landscape, it's ESSENTIAL that your branding goes beyond a simple logo. At Simply Lynn's Creative, we are firm believers that branding is a cohesive experience, where all the visual pieces interact with one another to effectively communicate your brand's mission and values to your dream clients or customers. As industries have evolved over time, the power of branding has become a fundamental determinant of success for small businesses or e-commerce brands that want an online presence that stands out. In this blog post, we'll be discussing how a strategic brand can be your small business's biggest asset!
THE FOUNDATIONS OF A POWERFUL BRAND
Consistency:
Ever notice how chain boutiques like Anthropologie have the same aesthetic from each brick-and-mortar store location? That's brand consistency. An unwavering visual brand across all customer touchpoints (storefronts in this case), even down to the store's signage, clothing tags, and store paint colors. This ensures brand recognition and encourages a sense of welcoming familiarity in each store, so their customers continue to have a comfortable, enjoyable shopping experience!
In the same way, achieving visual consistency online is critical to increasing brand awareness and creating an enjoyable digital experience. Having a cohesive, consistent brand design across your website, social media pages, and other digital marketing touchpoints like email or ads gives the same familiarity as walking into a store like Anthropologie. You can't create brand consistency online with DIY templates and trends, just as you can't create a consistent shopping experience in a brick-and-mortar store without some kind of interior design guidelines. This is where professional brand design helps in creating brand consistency- by giving you design elements along with brand guidelines so you can implement your brand identity as cohesively as possible in the digital space.
Emotion:
Effective branding emotionally resonates by communicating a brand's values, mission, and personality through a visual experience. Brands like LuluLemon don't just sell leggings; they sell a luxurious, leisurely lifestyle. Through emotionally charged visuals, marketing campaigns, and messages, they foster a deep connection, making customers not just loyalists but raving fans.
Similarly, Everlane doesn't just sell high-quality closet staples. They sell sustainability. They sell ethically sourced pieces. They sell a simplified closet with pieces that last and a lifestyle of never NOT knowing what to wear! Everlane successfully emotes all of this through their clean, luxurious, simple branding.
Differentiation:
In a world over-saturated with shopping options, differentiation is key to attracting customers. An iconic brand stands out not only visually, but tells a unique story, ensuring its unique position in the e-commerce sphere or in a local community!
THE DIRECT IMPACTS OF A STRONG BRAND ON RETAIL BUSINESS
When customers deeply connect with a brand, their loyalty often leads them to return to that brand repeatedly. The perceived value of a brand allows it to set its prices at a premium, even when similar products are available at lower costs elsewhere.
Additionally, well-established brands can leverage the power of customer satisfaction- leading them to the best form of marketing- word of mouth and referrals. When a brand builds strong recognition along with loyal customer base through enjoyable brand experiences, effective marketing by word of mouth and referrals happen without them even knowing!
Strong brands influence consumer decisions through:
Recognition: In a large shopping center or mall, a customer might gravitate towards a retailer with a strong brand that they recognize.
Trust: Certain brands have become synonymous with luxury and quality, ensuring that consumers are willing to make high-ticket purchases based on that reputation alone.
Emotional Connection: Brands with campaigns centered around genuine and relatable themes create products that become more than just purchases, but personal statements for consumers.
Perceived Value: A shopper might opt for a specific brand of sneaker over another because of its promise of quality, comfort, and style, even if the actual differences between the products are minimal.
Real-life Examples of Effective Branding
Let's take a look at Glossier, which centered its branding around real people, raw beauty, and authenticity, and saw a HUGE rise in an already saturated beauty industry.
Each aspect of their brand identity promoted authentic beauty and self-love, from their brand colors and their packaging to their inclusive brand photos and marketing campaigns.
Glossier gave off the vibe of attainable luxury, sending the not-so-subliminal message of "you can be yourself AND wear high-end beauty products." They connect emotionally, consistently, AND differentiate themselves through effective branding.
UNDERSTANDING YOUR BRANDING NEEDS:
Wondering if it's the right time for you to invest in branding? Here are 4 questions you can ask yourself to help you better understand where you're at with your branding and your branding needs.
Do you follow a strategy or a set of brand guidelines when creating social media graphics or adding content to your website? If not, you may be lacking brand consistency!
Do you feel unaligned in the visuals you are putting out there? If you don't feel aligned, odds are your dream customers aren't impressed either.
Do you feel like your brand visuals resonate on an emotional level or just "look good?" Visuals that only go skin deep will leave your target customer feeling "meh" about your brand.
Do you find yourself using random DIY canva templates all too often? While Canva is a great tool, it's not a solution to business growth.
READY FOR STRONG BRANDING?
The power of a strong, strategic brand in the retail and e-commerce sectors is undeniable. It's not just about selling products but creating experiences, evoking emotions, and crafting stories that last.
Is your brand positioned to make your mark in the retail or e-commerce world? It might be time to take a step back, evaluate, and refresh your brand! If you’re ready to position yourself as the go-to brand, let’s chat!
