– Brand strategy is crucial no matter your business size

– It’s essential for driving new business as well as retaining repeat customers

– Brand building increases both awareness and trust

– Decide on your target customer and brand values, then align your visual identity

– By staying consistent throughout your customer’s full marketing journey – discovery, consideration and conversion – you’ll see an increase in sales performance.

There is a misconception that brilliant branding only matters for larger companies with bigger budgets, but branding is crucial no matter your business size and it doesn’t have to break the bank.

Being a memorable brand is an essential part of driving new business as well as retaining repeat customers by building their affinity with your brand. Keep yourself front and centre when they are making their purchasing decisions.

“When it comes to considering a brand, the majority of consumers prioritise trust (88%) and convenience (84%), according to an Edelman report; meanwhile, purchase intent is most influenced by brand awareness and recall, at 88% above all other factors, per Nielsen’s 2023 Brand Lift report. “

Quote from Adweek

Why it’s important brand messages consistently run though the entire customer journey 

Like any relationship, it’s about making the right impression from the get-go and then remaining true to who you are. By staying consistent throughout your customer’s full marketing journey – discovery, consideration and conversion – you’ll see an increase in sales performance. This is true for your visual branding, verbal language and values.

Why it’s not just about aesthetic

Your brands visual appeal form a large part of the consistency you display to the customers, but as important are the values that you speak of and how they connect to your customer. 

Imagine it like joining a hobbyist club; if we are both passionate about the same subjects, desire the same outcomes and believe in the same cause, we will instantly forge a connection through mutual understanding. 

Here’s an example…

I love rugby, want to get fit without getting hurt, and think sport shouldn’t be intimidating for any age or gender so I’m searching for a new club to join.

1. DISCOVERY. When I come across an advert for a club inviting over-40’s to touch rugby, I’m going to feel instant connection through our shared passion. 

2. CONSIDERATION. If I then go onto their socials and see them promoting women’s-only events to allow beginners to feel more comfortable, ill be further interested in trying it out because they also value sport being open to everyone. 

3. CONVERSION. I then go to a training session and at the end the coach sends out a free worksheet they’ve made, full of recovery stretches so I wont feel terrible the next day – this is when the conversion happens and I become fully invested in joining the club and paying my monthly fee. They understand my needs and have gone above and beyond to solve my pain points.

How brand aesthetic plays into this

Your brand visual is an outward reflection of your values. In the same way as the product or service you provide aims to connect with the target customer, so should your visual identity. 

Using the same example as above, if the visual branding was overtly masculine – dark colours, grungy textures, photos of serious men in painful-looking clashes – there would be a disconnect between the offering and aesthetic. 

Every part of your branding needs consideration from colours, fonts and logo to photography style, scale and illustrative elements to ensure best connection to the potential customer.

A roadmap to getting there in 4 simple steps;

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Still feel stuck on how to begin?

I offer workshops on defining your target customer and building your brand around them.

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