"Your brand is so much more than what you sell." – John Iwata said that, and it holds true so much more today than ever before.
According to research studies done by several universities, people interact with brands in a way similar to how they interact with other people.
And when we live in a social world filled with online content, influencers, ads and so much more we realise that brands affect our buying behavior in so many ways. And how that brand is positioned is vital to see success.
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Consistent presentation of a brand has seen to increase revenue by 33% and you can only do that when you actually know WHAT your brand stands for and represents, and then what your brand needs to look like.
And the reality is 86% of consumers say that authenticity is a key factor when deciding what brands they like and support, which means you need to showcase who the people behind the brand is also in order to build the authenticity as well as the branding itself.
So to start with, you need great brand photography.
Brand photography is more than a set of pretty photos and a really important investment in your business success.
It’s a strategic approach to visually telling your brand story through a series of high-quality images showcasing who YOU are behind the brand, and letting your audience get to know more about what the brand actually is.
BRAND PHOTOGRAPHY CREATES THE FIRST IMPRESSION
Since we process visuals 60,000 times faster than text, our visuals actually do the talking for us.
So what is your imagery saying? If you aren’t visually communicating the right message through your photography, you might unknowingly confuse your audience.
You want to create a vibe that will help all of your imagery feel cohesive and true-to-you, but you also need your photos to visually show what your brand is all about. And that is hard to do this with stock photos.
So getting the right photographer, and planning the shoot well is key when you want to have images that tell the right story. And these images you can then use across your website, social media pages, digital products and more.
Then we are set up for the branding that comes next, and as Jonah Sachs says;
“Your brand is a story unfolding across all customer touch points.”
So the very important next part, is that your imagery and then actual branding needs to be cohesive.
Have you ever taken a long, hard look at the cover of a book before you buy it? Or even the label on a bottle of wine or the packaging of food products….
If I could guess, I’d say you probably have.
By human nature, people feel most comfortable making informed, educated decisions.
This is not a bad thing by any means— and it carries some weight in the realm of branding.
The Business Dictionary describes a brand as a “Unique design, sign, symbol, words or combination of these, employed in creating an image that identifies a product and differentiates it from its competitors.
Over time, this image becomes associated with a level of credibility, quality and satisfaction in the consumer’s mind.”
In other words, your perception of a product is based on a comparison between different brands.
For you to form an opinion about a brand, you must consider the ones you trust, know what you like and decide if the brand’s products and look are appealing to you.
And in a study done, it was shown that colors matter when it comes to marketing. Choosing brand colors wisely can impact how people perceive your brand.
In fact, using a signature color can increase brand recognition by 80%.
However it is internal & external factors that ultimately affect purchase decisions.
As much as colors and designs may catch the shoppers’ eye, emotional appeals have an even greater potential of influencing buying behavior.
Brands have started to target not just their product, but people too. Marketing strategists know how we think when making purchasing decisions and what leads us into that thought process.
So, let me know in the comments how you are affected by great branding? And how have you NOT made a purchase due to bad branding?
I am very interested to hear your stories, because branding and businesses can affect us at a psychological level and connect with us long term if they do their job well.
Which means there is a definite impact of branding on consumer buying behaviour.
And marketing expert, Seth Godin says; “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
Whether it’s a small business or a larger company, branding holds importance for all of them. It helps them make their identity in the market. Let’s look at 4 key things GOOD branding does for your business:
It Creates Brand Aspirations:
The well-known brands have an aspirational element in them. It helps them stand tall among the crowd of competitors and rivals. Every brand has its own aspiration and on the basis of it, the prices, quality and the demand for their product varies a great deal in the market.
They also know how to target customers that can buy from them now, and build an additional layer of consumers that will follow them for the aspirational aspect and become a converted sale once the follower trusts & knows the brand even more.
Alteration of Buyer Intentions:
When branding tells a story, and connects with the customer the right way, you build relationships over sales, and nurture the client long term. You change their intention from browsing to buying by focussing on all the touchpoints in the sales funnel.
And when over 70% of brand managers consider building an audience more important than converting sales, we can see how valuable it is to get the RIGHT audience’s eyes on your brand.
Fits in Buyer’s Mind:
Another thing branding does is, it creates an image of a particular business in the mind of the buyers. Every brand has its own image and reputation which runs in the mind of the buyer.
They want to know what the brand does, what the values are, what they stand for, what the benefits of that brand is to them. It is deeply emotional connection that can be formed.
And the results how this when we see that 77% of consumers buy from brands who share the same values as they do.
Customers will be loyal to something the know, trust and like.
That is why we agree 100% with Gary Vee when he says,
“It’s important to build a personal brand because it’s the only thing you’re going to have. Your reputation online, and in the new business world is pretty much the game, so you’ve got to be a good person. You can’t hide anything, and more importantly, you’ve got to be out there at some level.”
Brand loyalty also comes from brand recognition, and customers cannot recognise your brand if you aren’t consistent and showing them exactly who and what you are through your branding and brand identity.
Fundamentally consumers buy the brands they like due to the personality of a brand. When consumers have a connection with the brand personalities, it can create brand loyalty but moreover create the ‘must own’ element.
Branding is not just the logo, your brand colour, or a letter head…..
It is a feeling, it is the strategy with which you put together colours/ images/ information & your product.
Good branding needs cohesion, consistency & connectedness from what you are selling to who you are selling it to.
So if YOU need help with your branding, we offer brand photography, branding kits and brand strategy sessions to really help you align your vision with your audience.
You can head on over to our website at www.360ms.digital to learn more about the different services and packages we have for you.
We know how important and impactful branding should be, so allow us to help you get yours top notch.
And let’s work on getting the right solutions in place for your business success!
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