Branding is the process of creating a strong, positive perception of a company, its product or service in the customer’s mind by combining elements such as logo, design, mission statement and a consistent theme throughout marketing communications. Effective branding helps companies differentiate themselves from their competitors and build a loyal customer base.
That means customers expect your tone of voice to be the same across email, your website, customer service, and every other touchpoint in your business. When you rebrand, you need to change your logo and styling everywhere online and offline.
In-store branding can be very different from online branding, as in-store you have to worry about positioning products and props that can impact how a customer experiences your brand. In-store branding is more experiential, as people can walk around and pick things up while customers experience a two-dimensional scene online.
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A unique brand can have a tremendous impact on your bottom line, giving you a competitive edge over your competitors and helping you attract and retain customers at a much lower cost. In e-commerce, where new businesses (and therefore new competitors) are springing up every day, an established brand can be an invaluable asset in attracting customers and generating profits.
Whether you invest the time and effort in creating a compelling brand or pay no attention to it at all, your business still has a brand. However, it can be completely different from what you were intended to be seen.
