Why Is Branding Important In Marketing? The Detailed Answer

Every successful business is built on a solid brand foundation. No one can deny the importance of branding in marketing. Today, building and developing a brand has become more complex. It is not simply a name, term, symbol,… but it represents everything about the business and how the business wants to be perceived.

Let’s explore the reasons why branding is so important in marketing as well as the entire business operations of the business.

1. The Relationship Between Branding and Marketing

Currently, many people still confuse brand building and marketing. Before understanding why branding is important in marketing, we must clearly understand the deep relationship between branding and marketing. What is the difference between branding and marketing?

Marketing helps businesses get potential customers and sell goods. But only branding helps businesses enhance their reputation and strengthen customer loyalty.

Branding provides consumers with knowledge and insight about a business. Using branding to improve marketing strategies can help businesses increase sales.

After knowing the relationship between branding and marketing, we can see the importance of branding in marketing activities.

2. 10 Reasons Why Branding Is Important in Marketing

2.1 Branding Supports Advertising Campaigns

A strong, trustworthy brand value supports marketing and advertising campaigns across different channels. Therefore, branding is essential to drive performance for advertising campaigns. It helps convert target audiences into leads and leads into loyal customers.

2.2 Branding Attracts New Customers

Branding is the stepping stone for businesses to reach new customers. A strong brand means that consumers have a good impression of the business, they are willing to choose new products/services of the business because of the familiarity and trustworthiness of the brand. Once a brand has been affirmed, word of mouth is the most effective advertising method.

2.3 Branding brings internal benefits

Building a strong brand also brings benefits within the business itself. Marketing strategies are more effective when the company itself believes in its brand. This is why successful companies spend time and effort to “sell” the brand to their own internal customers. This also helps the marketing department to be consistent in delivering the message and contributes to the overall strength of the brand.

2.4 Branding improves conversions

One of the most powerful effects of branding on marketing is conversions. How does good branding play a major role in whether a business can convince potential customers to buy?

Ways branding can improve conversions:

• “Educating” customers about the value of your brand and how your business can help them solve their problems will influence their purchasing decisions, often through Content Marketing campaigns.
• Clearly communicated brand attributes such as mission, values and pricing will differentiate you from your competitors.
• Branding increases the value of a business, makes it look more professional and trustworthy, and customers tend to buy from places they trust.

2.5 Branding creates meaning – something that marketing and advertising lack

Today, marketing is everywhere and advertising appears on every channel. But the most important thing that marketing and advertising today lack is meaning.

As marketing expert Seth Godin shared in Purple Cow – the most readable Marketing book of all time: “Connection, meaning, humanity, things that change them in some way. No one is impressed by your features or even your price. What we talk about is art, generosity, and products and services that make a difference.” (Roughly translated: Connection, meaning, humanity, things that change them in some way. No one is impressed by your features or even your price. What we talk about is art, generosity, and products and services that make a difference.)

In today’s marketing age, getting customers to spend money is not enough. Businesses must also find ways to capture their hearts and minds.

2.6 Branding and emotional connection with customers

Emotions are the factors that drive people to make everyday decisions, including choosing brands. Emotions greatly influence what consumers buy from you and why they buy.

The job of branding is to help identify your target audience, build a customer persona, what they might be looking for, then create a brand promise and build content that connects your customers emotionally with your brand.

2.7 Brands help build customer loyalty

Customer loyalty is the ultimate goal of marketing and advertising. Coca-Cola and Apple are typical representatives of the saying “loyalty over reason”. Simply put, brands can literally change the minds of consumers.

Brand loyalty is not about price, but about how consumers perceive the brand through promotional activities, reputation or previous experiences.

2.8 Branding enhances competitive advantage

Owning a strong, recognizable brand with a consistent identity across all marketing activities will help businesses differentiate themselves from their competitors. This is a favorable condition for businesses to penetrate the market, build reputation and enhance competitive advantage. To do this, businesses must build a unified brand identity to differentiate themselves from competitors, provide a competitive advantage and boost sales.

2.9 Brands can retain customers

Once a brand has developed to a certain level, marketing methods become easier to generate potential customers. Brands help retain existing customers. Implementing a good brand strategy means you can manage the customer experience and journey, attract them and stimulate interactions, making them return to the business.

A strong brand will bring customers back to the purchase funnel after the first interaction with the business.

2.10 Brands strengthen trust in the market

A strong brand is also a way to inspire trust in the business in the market and in the hearts of consumers. Implementing a brand strategy in marketing activities will enhance the brand’s reputation with customers, competitive advantage and recognition in the market.

Building a brand combined with effective content marketing will make the business look like an expert in the industry. This will help in building trust and confidence in the business among the public.

Using your brand throughout your marketing strategy is also the best way to increase your business’s share of voice.

Your brand has become the foundation for all of your marketing efforts. Every aspect of your website, brand identity, video production, and photography is tied to your brand. Every touch point is an opportunity for your business to increase brand awareness and improve customer loyalty. Therefore, marketing departments in businesses understand and appreciate the importance of building a strong brand.

If your business needs to increase marketing and branding activities, please contact Adsmo immediately for dedicated advice.

See more:

• Why is brand identity important?
• The most effective ways to build a brand online for your business