The Importance of branding – In a nutshell

Published on 3rd December 2013

The Importance of branding, In a nutshell – expert advice from Jonathan Alder at Alder and Alder

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Your brand is a really powerful business tool. Another way to describe your brand is the personality of your business. It makes you more attractive to potential customers and helps you to stand out from competitors.

It does this by telling people four important things about your business.
It tells them; Who you are; What you do; How you do it; Why you do it.

Who you are is about your visual identity – the way you look. So that includes things like your logo, your website, your literature or packaging. It also includes your name. This aspect of your brand will often be the first contact someone has with you.
What you do isn’t just about listing the products or services you offer. It’s about explaining the benefit of those products and services. It’s about explaining how your products and services will improve their business or their life.
How you do it is about the way you deliver your product or service. It’s about communicating the values within the business that are reflected in your behaviour, as a company.

Why you do it is about sharing the purpose that lies at the heart of the business. What is it that motivates you? What is it that drives you and your business?
Who you are and What you do are often what attracts someone to your business initially. But it’s How and Why you do it that will build long-term relationships with loyal customers.
So if you’re serious about building your business, you should be serious about building your brand.

Jonathan Alder
Alder and Alder
[email protected]
01392 248107


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