What in the world is ‘Brand Therapy’?
Many definitions of branding exist, but in its simplest form, branding means giving meaning to your business. Your values, personality, voice, colors, and actions make up your brand. Let’s discuss the importance of branding, and what to do if branding goes wrong.
Brand vs. Business
Many new business owners fail to draw a distinction between a business and a brand. Your business is what you do – sell products, offer services, etc. Your brand, on the other hand, is how people perceive your business.
Key Components of Branding
A branding strategy consists of nine key elements:
- Brand Purpose: The greater cause behind what you do
- Brand Vision: What do you want to achieve?
- Brand Values: The values you promote and adhere to
- Target Audience: Who is it that your brand speaks to?
- Brand Personality: How would you be if you were a person?
- Brand Voice: How do you speak to your audience?
- Brand Tagline: A memorable tagline that defines your brand and its purpose
- Brand Visuals: Logo, design, and colors that make your brand unique and memorable
Benefits of Branding
Having a strong brand does wonder for your business and helps you achieve exponential growth. Here are some key benefits of branding.
Customer Recognition: When you invest in branding, customers start recognizing your brand by just seeing its logo, color, or tagline.
Customer Loyalty: More than 80% of customers continue to buy from businesses they trust. Branding plays a crucial role in building trust and cultivating customer loyalty.
Word of Mouth: When you have a strong brand voice, your customers become your brand advocates. Thus, you can enjoy word-of-mouth marketing and acquire new customers for free.
Low Price Sensitivity: Have you seen famous brands like Apple and Nike lowering their prices? Businesses with a strong brand have lower price sensitivity and can raise prices without risking losing customers.
Business Growth: In the end, it’s all about the bottom line. Businesses with strong branding have a competitive edge and drive more sales and revenue than their competitors.
Branding is great if done correctly. If you promote your brand in the wrong way, it can have an opposite and adverse impact. Does “Kendall Jenner” and “Pepsi” ring a bell? Pepsi came up with an ad in which a multicultural coalition protest was taking place, and Kendal Jean er emerged to give a cop a can of Pepsi. The ad received widespread outrage, forcing Jenner to give a tearful apology.
Here’s where the concept of brand therapy kicks in.
Brand Therapy
Brand therapy is all about getting to the bottom of your branding issues and taking tangible steps towards solving them. Making branding mistakes isn’t uncommon for businesses. Some of these mistakes go unnoticed, while others, like the Pepsi ad, register themselves as one of the worst ‘branding’ fails of all time.
If you feel you haven’t done your branding right, brand therapy helps you rebrand your business and start over while minimizing damage to your business.
Conclusion
Branding is one of the most critical components of a business. If done correctly, it can pave the way for the exponential growth of your business. If not, it can lead to disastrous outcomes. However, with brand therapy, businesses can rebrand themselves and start over.
So why not start this journey with someone who has gone overcome the struggle, and understands you almost inside and out? Why gamble with the numbers game purchasing ads that won’t get you very far, instead of focusing on RESULTS that Google, Bing, and other platforms built to drive traffic to YOUR site?
Yes, it might be close to rocket science, but that’s why you delegate agencies, and design studios to get your money working for you through content writing, SEO, and overall brand identity, that saves you time, improves your workflow and repels the worst nightmare of a client.
