Why Branding Matters

In the early 1980’s, Coke was losing momentum to Pepsi. The infamous "Pepsi Challenge" ads were skyrocketing Pepsi to new heights. Coca-Cola countered by creating a product that would taste more like Pepsi.

They introduced “New Coke” in 1985. They performed a series of nationwide taste tests but Coke quickly went back to its old formula. The backlash was huge. Not because of the taste tests, but ppl were visibly upset that it was changed. Coke is more enjoyable to drink a lot of because it is more savory. Pepsi is sweeter which is more enjoyable in a small sip. They learned that the Coke brand is what carried them, not trying to be like a competitor.

Coke's story is relevant for all businesses. New businesses often go to market with an idea, not with a brand.

When you lead with an idea, instead of a brand, it creates problems. Your idea can often become frustrating and challenging to explain to others. Often, others won’t fully understand it, so branding is critical for communicating and connecting your ideas with your customers.

Your brand is so much more than a website or logo; it’s how other people understand your business.

Each day, businesses are trying to get noticed. Having a strong brand has become crucial to differentiate your business from your competitors. Just like your personality makes you unique, your brand identity is the personality of your business that sets you apart from your competition.

To develop your brand, research and strategy comes first, then the design phase comes next, so you need to be clear about your brand’s voice and mission before you create your brands visual identity.

The strategy phase doesn’t need to be a drawn out process. A brand strategy clearly defines what your business is, what it does, who it serves, and what it aspires to become. Many brand strategy documents from agencies are overpriced multi page documents that are full of buzzwords, fluffy branding jargon and information that is unnecessary.

Avoiding the following when creating your brand can save you in the long run:

? Don’t copy your competitors! Be authentic.

? Don’t give your customers mixed messages with too many design elements.

? Don’t lose consistency between digital and print. Send the same visual message at every touch point.

Look at branding as an investment in your business, especially when you’re established and making a profit.

A lot of businesses pivot over time, you should ask yourself if your branding is still relevant and congruent with your business and brand’s values? Coke is still a staple in many people’s pantry, although they add new flavours and update the packaging, people love Coke for always being true to Coke. The brand they trust and can rely on to be that sweet treat!

First impressions are everything. You never get a second chance at a first impression!

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Sarah Young is a brand builder and social media marketer with Sticky Branding. She works with people and teams to realize their brand’s true potential by creating marketing that makes them stand out. (Follow @bebelle.beyou on Instagram for daily inspiration! ) For more information visit https://stickybranding.com