Cathy Carter-Culp of Barrington, IL is a senior sales executive with a background in product development and brand building. In the following article, Ms. Carter-Culp explains why branding is so important and influential in business.
The idea of branding is often linked to major multinational corporations with the money and power to influence trends. Yet, branding is an essential part of any business, no matter how big or small. It’s the backbone of your company that presents a cohesive image around which all of your products and services can be built. Failing to embrace these truths can spell doom for your business.
Branding is so much more than just an image. It’s an idea that consumers can interact with. In this post, Cathy Carter-Culp of Barrington, IL dives into the importance of branding, discusses how it helps businesses grow, and shares a few of the most important ways that successful corporations employ to increase the reach of their brands.
Businesses of All Sizes Use Branding to Build Customer Loyalty
At heart, branding is an image that represents the idea behind a business. Cathy Carter-Culp of Barrington, IL says that it creates an emotional response and helps drive the core messaging behind most product lines. Yet, branding also connects with consumers. It expresses to the buyer what the brand stands for and helps to generate loyalty.
Some of the most successful brands in the world rely on little more than their logos and names because they trust in the power of their branding. Gucci, Louis Vuitton, Adidas, and Nike all exist today thanks to their iconic swooshes, letterings, and lines, says Cathy Carter-Culp.
Of course, these are all major companies with millions of dollars to spend on marketing. However, businesses of all sizes can use branding to build customer loyalty. A great example is the local coffee shop. Most people have their favorite spot because the branding speaks to them on a personal level. It’s a place they can relax, enjoy a cup of joe, and feel connected to a community.
The Importance of Branding in Business Relations
Cathy Carter-Culp of Barrington, IL says that from a business standpoint, there are several reasons why branding matters more than anything. First and foremost, it helps businesses to stand out from their competition. With so many businesses vying for the attention of consumers, it’s essential to have a way to differentiate products and services, even if they’re essentially the same as a competitor.
Branding allows companies to do just that. Cathy Carter-Culp of Barrington, IL says that by building on the coffee shop example provided above, everyone knows what to expect from a café. Most people rarely venture from their standard order yet, when a new and well-branded coffee shop opens, people flock to experience a new take on the age-old tradition.
Sure, some people will eventually leave but the loyalists will connect with the unique experience of the brand and make it a part of their daily lives. If this weren’t true, Starbucks would have put to death countless mom-and-pop coffee shops years ago and hipsters would never have made a return to fashion.
Tricks that Fortune 500 Companies Use to Excel at Branding
Cathy Carter-Culp of Barrington, IL explains that branding is an entire industry and one built around design, creativity, and patience. However, by following in the footsteps of the world’s most profitable companies, any business can flourish with a little effort. And, while it’s true that Fortune 500 companies have the funding to pay for top-quality branding, it’s the foundation of their approach that produces results:
- Brand Personas: The first step behind any successful brand is to create a brand persona. Cathy Carter-Culp of Barrington, IL explains that this is the voice of the company that speaks to consumers through marketing collateral. The persona should be based on the target audience, the company’s mission and values, and the overall image that the company wants to project.
2. Focusing on a Few Key Points: The second step is to focus on a few key points. This means creating a brand identity that’s built around a strong message. For example, Nike’s “Just Do It” slogan is one of the most recognizable in the world. It’s short, sweet, and to the point. It also happens to be a great representation of what the company is all about.
3. Consistency Is Key: The third and final step is to be consistent. This means using the same colors, fonts, logos, and overall image across all marketing channels. Consistency helps to create a cohesive image that’s easily recognizable and helps to build trust with consumers.
Even without millions of dollars, any company can apply these foundations to build its own branded content according to Cathy Carter-Culp.
The Bottom Line
Ultimately, Cathy Carter-Culp of Barrington, IL says that branding is one of the most important and influential marketing aspects of business, big or small. It’s the foundation that helps companies connect with consumers, build customer loyalty, and stand out from the competition. It’s also an essential part of doing business on a larger scale and helps to create a cohesive image that can be easily recognized by people all over the world.
