Part Two: Why Brand Matters?

Welcome to the second part of our ‘How brands spark business growth’ series. Throughout these four blogs, I want to discuss with you how brand design can be harnessed to spark your business’ growth.

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Brand isn’t just about visuals, it’s about how you differentiate yourself from the competition.

When done right, your brand can be an amazing strategic tool for sparking and amplifying business growth. A great ‘strategic and creative brand’ has the ability to connect your business to its stakeholders. Convincing them to believe in you and your mission, enough to, at a bare minimum, buy from you.

But when done wrong, the brand can actually have adverse effects on your business.

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A poor brand can have the opposite effect:

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1 — Your business will be confusing to people.

Nobody will be able to quite put their finger on what you do, or why you do it. That goes for internal and external people.

2 — Your business will find it hard to stand out.

A poor brand won’t differentiate you from the market. In fact, you will just blend in, and customers won’t have a compelling reason to pick you.

3 — Your business will build apathy.

Without clear brand strategy, your brand will be communicating an inconsistent message that isn’t focussed on why you are of benefit to the customer. Given that, why should a customer care about you?

4 — Your business will lose out on opportunities for growth.

A poor brand just won’t be living up to expectations. You will see ineffective marketing expenditures, poor customer perception, loss of competitive advantage and missed partnership opportunities, to list a few.

5 — Your profits will stagnate or shrink.

For the reasons above, your business will be inefficiently eating into profits, locked into battles with competitors and spending more on marketing efforts.

So, the risk of not getting your brand spot on is massive.

But no need to worry, with a bit of clarity and creativity a focused and effective brand can be crafted for any business. You just have to remember to put people at the forefront and give them reasons to believe in what your business is doing.

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What’s next?

If you found this interesting and want to explore ‘How brands spark business growth’ in further detail; you can download our full ‘brand guidebook’ here.