To Brand or Not to Brand – That is the Question!

We may not realise just how influential and powerful branding can be, but I guarantee you, I could show you several logos and without even having to think about it, you would not only be able to name the company, but probably quote the slogan as well.

With every one of those logos, you have a well-established standard of quality, behaviour and history, but every one of those huge companies started as a small business with a dream, and their branding is what makes their product recognisable in their chosen marketplace today.

Now more than ever, strong branding and a clear brand culture is more important than it has ever been. With so much competition not only from the high street, but also Amazon, Ebay and the internet in general, a strong brand alongside a strong business ethic is an absolute must.

For many years, people bought from people, but in today’s world that is no longer necessarily true. Price regularly dictates loyalty, or lack thereof, and the sad fact is that smaller businesses, already threatened by the likes of Amazon, are struggling daily to hold their own. Without the right branding in place and the right place to shout about it, you can have the most incredible product, but your business will struggle to even get started.

So, what does a small business need to give it a real chance at success and what could you be doing to solidify your branding and really get your name out to the audience that you need? We assume a logo and slogan is enough to identify us, but branding is so much more than that.

Let’s take Nike for example.

We all know the famous swoosh. It’s simple, understated and elegant, but recognisable around the world.

We all know the slogan, ‘Just Do It’. Three little words, eight letters – completely inspirational.

The Nike brand has presented itself as a symbol of self-empowerment and becoming the you that you always wanted to be no matter what, whilst doing it completely unapologetically. It represents the beginning of change, dedication, determination and tenacious persistence. To see all those things in a simple swoosh speaks volumes about the work that went into branding Nike as a company, but also just how important branding truly is. With the right branding, you can sell anything to your target market.

As a small business, you need to ask yourself, what does your branding really need to say about you?

Branding is defined as ‘various elements that work together to produce a company’s image and reputation, as well as the emotion that it evokes in customers.’

This suggests that whilst price is still a consideration, today’s customer is not just looking for a symbol that they recognise, but also an ideology that they can get behind. The world has become a whole lot smaller since the introduction of the internet and online shopping, and people are now more aware than ever of how companies run things behind the scenes.

Social responsibility has begun to dominate the marketplace, and as a buyer, we now feel more of a need to understand not just the product we are buying, but the process that has taken place to bring it to market. We have a generation that wants to make sure that their purchases are not only eco-friendly, but free of any kind of slavery or abuse. This has become incredibly important and will continue to be a huge drive for consumers moving forward.

This change in buying habits works better for a smaller business that can work with total transparency. Not only can you show how your product or service is brought to market, but you are able to give it a face and a story which is more important today than it has ever been. That is where your unique branding comes in, and Up North Branding can really help to get you set up or enhance what you already have in place.

From designing a logo that will represent you, your brand and your ethos to providing branded workwear, branded gifts for your clients and everything else in between, Up North Branding is the one stop shop for all your branding needs.

Although we all know that people respond much better to a visual representation of a brand than they do to words, visibility is massively important. Many small businesses will brand a shirt or a jacket, but there are many other things that I can work on with you which will make your brand even more visible. I also have access to some of the best workwear brands available guaranteeing you not only excellent quality, but a way of shouting about what makes you the company to trust.

As a small business myself, I understand the importance of constantly being in the public eye. There are many ways of achieving that and I can guide you through the different options you have, helping to give you the best possible chance of being seen.

So, in answer to the question, to brand or not to brand……it’s a no brainer!