Branding is one of the most essential keys to building a successful business. Unfortunately, the mistake many business owners make is treating branding and design as an unnecessary expense rather than an investment.
Many choose to postpone the brand strategy and design process to save money up front, but cutting corners in the beginning may be the very thing that actually prevents your business from growing.
Here are 3 key reasons why branding and design is worth the investment now for your startup or small business:
It sets your business apart
Most industries are saturated with companies and people who are doing and selling the exact same things. As new companies are introduced into markets each and every day, it has become increasingly more important to cultivate a unique brand identity that stands out from competitors and attracts the right clients and customers.
Brand elements like your logo, color palette, photography, copywriting, and packaging all work together to create a cohesive identity to help you become more recognizable and stand out in those crowded markets.
A brand identity is your business’s top ambassador for communicating who you are and what you represent, and it will naturally attract the people you want (and repel the people you don’t).
It increases the perception of your brand’s quality
While DIY brand design may be cost effective, it could be hurting the way your target audience views your business.
People tend to associate high quality design with a high quality product. Low quality design can make your products or services seem low budget or even mediocre, even if they are the best on the market. Professional branding, design, and visuals also make your business appear more trustworthy, which helps cultivate a stronger relationship between you and potential costumers.
This is especially true in the world of e-commerce and online business, where the way your brand and website looks is the only thing people have to base their purchasing decision on.
Plus, high quality branding makes your product look worth paying for. When your brand is perceived to be of a higher quality, you can command a price premium, which may ultimately increase your profit margins.
It encourages brand loyalty
From the colors you choose to the design of your packaging, consumers begin to easily recognize your products and services - whether it’s on their Instagram feeds or on the shelves at a store.
Millennials, the largest generation in the US, are considered the most brand loyal generation, with Generation Z following closely behind. When consumers are attracted to your brand, they’re more likely to follow, engage, and ultimately become repeat purchasers of your product.
Think of Apple: How many people do you know will always buy Apple iPhones and Macbooks, even if there are products with more advanced features on the market? Their sleek typography makes the products feel modern and sophisticated, the packaging design makes receiving your order exciting, and their visual presentations have become a global social media event.
A commitment to strong branding not only draws customers in, but it also works to turn them into lifelong fans.
Design is more than pretty visuals; it’s a huge part of a bigger marketing and customer experience strategy. It’s just as important to your business development as hiring an accountant or an attorney.
While hiring the right to talent may require an additional budget, the cost of putting it off, or having to go back and fix DIY mistakes, will almost always cost more. Making the investment first will help you more quickly reach your goals in both the short and long term.
Victoria, Founder of Reinvented Marketing
To learn more about Victoria’s work or book her services, check out her website!