WHAT IS BRANDING AND WHY DO I NEED IT?
What is branding?
Zac defines branding as, "Establishing the cohesive feeling of your business."
Lilah defines branding as, "The visual and tangible design that matches and amplifies your purpose and voice."
How do you define branding? It's an interesting question because everyone views it a little bit differently. A quick Google search will reveal this. Here's a few of our favorites:
"The promotion of a particular product or company by means of advertising and distinctive design." (source)
"The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products." (source)
"The art of aligning what you want people to think about your company with what people actually do think about your company. And vice-versa." (source)
We even reached out to our Wake To Make Tribe on Facebook and got some great answers:
"Branding is a visual or tangible representation of the seller's intention." -Sara Frank | Marie Lynn Skincare
"Branding begins with your passion, continues through your work, and finishes with how your product makes the customer feel. Why do customers buy what we buy? Because of how it makes us feel." - Brooke Cannon | The Cannon Cabin
"Branding is when someone sees something (a certain style, a color scheme, a pattern, a certain graphic/symbol/logo, etc.) and they immediately think of you or your business. It's the image of yourself that you "put out there" for the world to see that represents you and shows who you are and makes people remember your name." - Sarah Hewitt | Illustrator
I love these answers because they're all so different! Branding is all-encompassing and can make or break your business plan, goals, and appearance.
It truly is a mixture of all of these things and more and it serves purposes that we often forget. Which brings me to my next point.
Why do you need to brand your business?
Do you want people to remember you? Do you want people to get excited about what you sell/offer? Do you want clients/customers to come back to you? Then you need a memorable, enticing, cohesive brand.
Establish your voice. What do you want to say to people? What pain points do you want to sooth for your target market? What areas of the world do you want to change? What do you want people to say about your services/products?
Once you decide that, you can't just talk about it. You have to SHOW them. You have to display this lifestyle, this dream, this idea. You have to make them visualize what saying "YES" to you is going to look like for them. You can't do this without an intelligent and intentional brand.