The Importance of Organisational Branding

An organisation’s brand is arguably one of the most important assets.

An individual’s (read consumers’) memory tends to always retain visual descriptions of a business and its products and services. Visuals always leave a stronger, long-term impact.

A company’s brand is a visual asset, the first point of connection between an organisation and its consumers, which makes an impression on the customers and influences their choices.

Therefore, today we will look at a few reasons why an organisation must have a strong brand.

1. Branding can be the deciding factor for consumers when they make a purchase decision, says HubSpot, the US-based marketing platform.

HubSpot further adds that users who feel a connection to a brand spend twice as much money as those who don’t.

Simply put, buying is an emotional experience. Any brand that wishes to form true relationships with its customers, must establish emotional connections with them.

2. Having a strong brand also provides an identity for a business beyond its product or services.

That is, a company’s brand offers its customers something more to relate to and connect with.

3. A strong organisational brand helps generates referrals. The humble ‘word of mouth’ has quite an impact in the business world.

If one customer likes your brand and the services offered, he will talk about it with others, and this chain reaction shall continue. There is a need for having a strong brand presence because nobody will refer to or talk about a brand they don't remember.

4. Branding makes your business memorable, that is, helps in providing a recall value. An organisation’s brand is the face of the company and helps consumers distinguish it from other businesses across platforms. A strong brand is the only way to individualise an organisation’s existence and build a separate customer base.

Having a brand also helps a company stay focused on achieving its mission and vision.

5. A brand also represents a company's promise to its customers. It stands for the oath of serving customers - a huge responsibility for a business.

Businesses that succeed value the trust of their customers and go to any extent to keep their promise to them.

6. Branding supports a company's marketing and advertising efforts.

It helps an organisation add recognition and impact to its promotional strategies.?

Also, customers tend to buy and engage with businesses whom they recognise and trust. Thus, making it easy for companies with strong brands to promote themselves.

7. Strong brands attract strong employees. Several companies don't face any problems in hiring the best talents. On the other hand, some companies struggle to fill their openings. Ever wondered why?

Companies that know how to present their cause and the work they are doing in the best possible manner automatically attract talented professionals.

A strong organisational brand gives pride to its employees. When a company designs its brand, it not only designs its own business identity but also creates a reputable and highly regarded workplace for its employees.

8. A company that knows its job can motivate its employees to fulfill their job requirements.

Nobody likes to work for a messy setup where there is no clear motto or strategy. Building a brand means taking additional responsibility to maintain a good impression. Employees work hard and give their best for a far-sighted organisation.

Before I go, I wish to inform you all that this is my last article for the Toastmasters program year 2021-22. I really enjoyed putting together these articles for you. I hope it benefited you.?

This article appeared in the June 2022 edition of District 73 Toastmasters' monthly newsletter, Southern Cross.