Beyond just a memorable logo, good branding increases the value of a company, provides direction and inspiration to employees, and makes it easier to get to their customers. So what exactly is a brand?
The short answer is: everything.
A brand represents the sum of a company’s customer service, reputation, advertising and logo perception. And when all these parts of the business are working well together, the overall brand becomes healthy.
Take it from Ramona Jones, a small business owner who first learned how important branding was to her success. Jones founded Discover, Learn and Grow because she wanted affordable education and childcare in Bristol Borough, Pennsylvania. But to do so, he had to get the word out about his business.
Bristol was able to strengthen its brand as one of six businesses in the Borough to achieve marketing revitalization through the Small Business Revolution – Main Street, Discover, Learn & Grow. Ramping up your brand helped focus on Discover, Learn and Grow, build trust and attract customers.
1. Branding improves recognition
One of the key components of a brand is the logo, because it recognizes people instantly, as the “face” of a business. A professional logo design is simple enough to be memorable, but powerful enough to give your company’s desired impression.
Although there was a logo in Discover, Learn and Grow, it did not reflect the educational nature of the learning center. Parents and guardians need to know that the business was a preschool program run by an expert with more than 25 years of experience in the field of education.
For this reason, Jones looked to the Deluxe team to design a logo that would better represent his business. He delivered a positive, modern design that expressed growth and development. To clearly illustrate the unique programming and services offered by the business, the team added the words “Center for Early Learning” to the logo. The finished logo is memorable to be simple, but powerful enough to create the right impression with customers.
2. Branding builds trust
Just as people are more likely to shop from a business that appears polished and legitimate, families need to feel comfortable before children undertake child care programs. The deluxe team used the business’s new logo to give business cards, staff t-shirts and a business image to the business outside the building. People-facing passersby and others can now easily identify the business as a reliable center for education in the community.
In addition, the team helped its website Discover, Learn and Grow with strong content that answers parents of questions and concerns. To establish credibility, the site features in-depth bios of the initial study center staff, a list of their certificates and answers to common customer questions. The website reflects the same look, color, and color as the logo, confirming the sense that the business is a reputable, consistent expert in its field.
3. Branding supports advertising
Advertising is another important component of a brand. Both medium and demographic targeted for advertisements help in creating targeted brands. Discover, Learn and Grow connected its logo to apparel, packaging and printed materials and spread the word about business and stood out from the competition.
Because at the Discover, Learn and Grow Birthday parties, the deluxe team recommended Jones add the new logo to a good bag for children. It will offer another brand imprint for parents of children attending parties, and it will turn the logo into a running billboard – free advertising to bring attention to the business. Companies traded on the public stock exchange are often valued at the company’s real assets. Much of this value is due to the branding of the company. A strong brand often guarantees future business.
4. Branding creates financial value
Whether a company is in a position to borrow money for the expansion or rolling out of an IPO, which is being considered more valuable, the process will be beneficial to the owner. The more devotion a company has to building brand value, the better the financial returns from its efforts. A unified, consistent brand means Discover, Learn and Grow is well-positioned for any future expansion that it wants to make.
5. Branding inspires employees
Many employees just need to work – they need something to work with. When employees understand the mission of a business and the reason for it, they are more likely to feel that the owner of the business works with the same pride and in the same direction to achieve the goals they have set. Having a strong brand is like turning the company’s logo into a flag, the rest of the company can rally around.
Like most teachers, Jones and his staff are passionate about everything they do. The coherent and unified brand of the Early Learning Center, which stems from all the updated logos, reinforces that passion and can continue to inspire Jones’ team even when challenges arise.
6. Branding creates new customers
Branding can also help a business get word-of-mouth referrals. Finally, will a customer be able to tell a friend about Discover, Learn and Grow if they can’t remember the brand of the Learning Center? The most profitable companies, small and big, have the same thing in common. He has established himself as a leader in his specialty industry, beginning by building a strong brand, with a strong logo.
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