To understand why branding is important, we first need to understand what branding is.
“A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers” -American Marketing Association.
Branding is often confused as a logo, or a colour palette, or a slogan. In reality, a brand is all of these things and more. Branding is your product’s tone of voice, its beliefs, the unique selling point and so on. Branding is the process of giving a meaning to a specific organisation, company, product or service by creating and shaping the brand in consumers’ minds. It is a system planned by associations to assist individuals with rapidly distinguishing and experience their image, and convince them to pick their items over the opposition's, by explaining what this specific brand endlessly isn't.
Simply put, branding is the psychology behind the design. We use colour psychology to carefully develop the palettes for our brands. We do this deliberately in order to ensure our consumers immediately know exactly what we want them to know about our brand.
For example, using neutral tones- shades of green, beige, brown etc can let the consumer know you are a brand committed to environmental consciousness or simplicity. Using bold, bright colours can let them know your brand is not to be messed with and is here to make a loud and proud impact. It is for all these reasons (and many more) that branding is so important.
Branding can be divided up into a few main areas of importance. Branding is not important for any one reason, but rather the cumulative affect it can have on a product’s success- or failure.
Branding tells your story instantly. As soon as a consumer looks at a good brand, they know what it’s about. This doesn’t mean that they’ll necessarily know every single aspect of your brand through one quick glance, but what your branding is telling them will usually be enough for them to decide if they want to support it or not.
Branding can build an emotional connection between brand and consumer. If your brand is effective, it will resonate with your consumer. For example, if your brand is clean, visually attractive and holds good values, you’re going to create an instant ‘bond’ with like-minded consumers. If your branding is lacking, so will the emotional connection.
The act of branding exudes confidence. The willingness to bare yourself to the world in the form of a brand shows consumers you’re passionate and knowledgable on what you’re talking about. Consumers are more likely to want to support brands that clearly know what they are. Your consumers are not there to validate you, they want a strong, confident brand they feel comfortable backing. If you aren’t confident in yourself, why should your consumer be confident in you?