Four States Small Business Blog

How to Increase the Value of What You're Selling with Powerful Branding

Posted by Melanie Gaudette on February 28, 2017 at 8:30 AM

powerful-branding.jpgYour company’s brand has market value, so creating a strong brand for your company can be one of the most effective ways to increase your sales. Branding helps distinguish your company, products, and services from your competitors. It’s a way to create a connection between your company and your consumers in a visual, emotional, and cultural way.

Consumers tend to turn to brands with which they are familiar. When choosing between two similar products at similar price points, the consumer will probably select the brand they recognize. In addition, a familiar brand name can shorten a consumer’s decision time, and they’re often willing to pay more for a brand they know. A familiar brand name increases the consumer’s level of satisfaction and helps create loyalty. Not only will a loyal customer return to purchase from you again, but referrals to family and friends can be an important marketing benefit.

Increase Value With Branding

An effective branding strategy can increase the value of what you’re selling in several ways.

  • Trust. Brand trust leads to brand loyalty. Consumers may make a special effort to find your brand, they may be willing to pay more for it, and your brand can benefit from word-of-mouth marketing when a loyal customer recommends your brand to family and friends.
  • Perception. Remember that brand perception is controlled by your customers, not by your company. What people are thinking and saying about your brand is your brand, no matter what your messaging is. By associating your brand with a positive consumer experience, the perception of your brand can increase the value of your products and services. You must deliver on promises made in your messaging for a positive perception.
  • Value. Customer loyalty is key to increasing the value of your products or services. When a consumer associates your brand with a positive experience, they are likely to buy from you again. By creating a brand that stands out in the minds of consumers, your products have a higher perceived value than those of your competitors.
  • Awareness. When a consumer is in need of a product or service, they will typically contact the company with which they are most familiar.
  • Credibility. Through powerful branding, you can position your company as a leader in the industry, increasing the consumer’s confidence and comfort level.

How to achieve strong branding

Consumers trust brands they can depend on. Establishing trust is key. When consumers trust your brand, they will buy it, be loyal to it, and tell others about it. To build trust, your message and your service must be consistent.

When creating your brand, focus on your target market. Your products and services probably aren’t ideally suited to everyone. Understand your target audience and provide them with the information they need.

Remember that brand is always a reflection of the quality of your product or service. It’s not about the brand name, the logo, or the tagline. That’s the packaging. Powerful branding relies on the emotional response among consumers. The name, logo, or tagline serves to remind them of those feelings, not create them. If a consumer’s feeling about your product are negative, your name or logo will serve only to remind them of the negative feelings.

Creating a strong brand for your company can be an effective way to increase the value of your products or services and set your company apart from the competition. A positive emotional connection between your brand and consumers adds value, creates loyalty, and increases satisfaction.


Topics: Small Business Resources, Marketing Strategy, Advertising Creative