Is branding important if you want to sell and make new customers? Yes.
Do people really understand why? Often, the answer is no.
Many people think that branding is just a new buzz word used in marketing circles. We will show you why that’s not true by explaining the basics of the Branding Bridge and why building one is worth the investment.
The Mistake People Make About Branding
Branding is worth the investment of time and money, if you invest wisely.
This is where many people get confused.
People often think that visual identity is branding. They immediately think of the Pepsi logo or Apple’s iconic packaging. So, they run out and commission a fancy new logo design, a new outdoor sign for their storefront, even a new website, and think that’s going to make a difference to their sales.
Then, they’re surprised when they don’t see the results they want.
The problem is that they’re only tackling only one element of branding, just one part, without understanding that it’s how you position your brand that matters.
If you can build a trustworthy, authentic brand that’s engaging and customer-centered, then you’re already positioning your company as the better choice.
But to position your brand effectively, you need a Branding Bridge.
Why a Bridge Can Make Your Business Stronger, Bigger, More Successful
It’s time to use a little analogy to understand why a branding bridge is so important.
Imagine your target customers – the ones you would really like to have.
Now, imagine they’re all on an island and your business is just out of reach on the mainland.
Your ideal customers don’t have to leave the island, unless they want or need something their island home doesn’t provide.
They spot your business on the mainland. But they also spot 10 other businesses just like yours, offering the same things, telling them to “come on over” to their door!
These customers have a choice.
They could swim… But that’s a lot of work.
They could take a boat over… That’s easier than swimming. And some of your competitors are sending boats over sporadically (think of those as promotions/sales/discounts).
But instead of waiting for your ideal customers to somehow reach you, what if you helped them bridge that distance by building (you guessed it) a bridge.
Imagine all those happy customers, seeing that bridge. Not only will they be impressed that you took the time and effort to reach out to them, to consider their needs, to make it easy for them to cross over. They will also see the difference between you and your competitors who don’t have bridges of their own.
What Does a Bridge Have to Do with Branding?
If you haven’t guessed it already, the Branding Bridge is your Branding.
Every plank you build gets you one step closer to your target customers.
And while visual identity is part of the bridge, it’s only one part.
To build a successful brand, you need all the pieces, which we call planks.
Otherwise, your bridge will have gaps and customers won’t be able to make the leap to your business. They’ll get frustrated, confused or lost in the process. And they’ll choose another brand that makes the customer experience easier and more appealing.
What Are the 5 Essential Planks You Need?
Can’t wait to learn more? Download our FREE Branding eBook to find out the 5 key planks for business success.
Or, stay tuned to our next blogs, where we will go over each plank in detail, starting with, Plank One – Your Baseline.
Think of it as checking the pulse of your business, to see if it’s lively or in need of resuscitation.
The Take-Away
Remember, a bridge to your customers is a big deal. It will allow you to take control of the Customer Value Journey, which means you won’t need to put as much money and time into promotions or campaigns aimed at generating sales.
And it won’t be difficult to attract and retain the right kind of customers that will help your business grow.
Want more personalized tips on how to build a brand that people want to buy from? Contact us for a free initial consultation or talk to us about booking your own tailored consulting session(s) with one of our experts.
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