Business Magazine

With Or Without You: Why Branding Matters

Posted on the 12 July 2011 by Alanhargreaves @RechargeToday

The convenience of certainty works for all businesses

It’s a big word, branding. People often think it only applies to big business. I recently read a blog claiming that branding is a luxury for small business. It’s a common misconception.

With or without you: why branding matters
Branding is about certainty and convenience. We buy branded goods because we know what we will get. That’s what a brand does. It takes the uncertainty out of the decision to purchase. 

Marketing 101 is getting the consumer to the point of purchase as easily as possible. Make it convenient by taking out the uncertainty.

The growth in Internet commerce can be sheeted back to the same notion. Point, click and pay. If it is not something that will land in your inbox a few moments, it will turn up on your doorstep a few days later.

Price and the appeal of the product matter. But those factors are a different part of the decision process. If your product does what the customer wants, the easier you make it for them to buy it, the more likely they will.

There are several plumbers in my immediate vicinity. I use one. He always returns my calls and he turns up on time. That’s his brand. The others might be cheaper but I don’t know anymore because I don’t use them. I use my regular plumber because it’s convenient to do so.

Branding doesn’t mean you should rush out and sponsor a Formula One event. It means you should make your offering consistent at every level.

Consistency is a brand

I never went to McDonalds for the hamburgers. But when I had a car full of hungry kids and not much time and not a lot of change, it was the easiest decision because there was no uncertainty.

I knew I could easily park. I knew exactly what food was on offer regardless of the location. It would be quick. The kids would like it even if I didn’t. There was likely to be a playground, the staff would be friendly. Ordering was simple. I even knew what the counter staff would say as I approached the register. The decision had absolutely nothing to do with hamburgers – although to be fair, I usually pilfered the children’s fries. They were dependable.

With or without you: why branding matters
Customer service begins with customer convenience. You brand your business by putting certainty into your product or service. That’s more important than many other concerns that people have about branding.

Take quality. Not everyone wants it. For many generic products, cheap and reliable are the key characteristics. At the luxury end you often get little traction out of heavy discounting. High prices are part of the brand.

Nor is it about cute logos or catchy names. Build up the certainty first. Whatever your logo is, it will become known for the certainty it represents. One odd suggestion is to not use your own name because it will narrow recognition of your product to people who know you. Try telling that to Henry Ford, or Coco Chanel 

Or my plumber for that matter.

Certainty is also the basis of goodwill. That has value. If you can write a manual for running every aspect of your business, it becomes easy to replicate in a new outlet in a different location or a franchise.

That doesn’t only make your product easy to sell. It makes your business easier to sell.

You may want to run your business forever, but you are mortal. When it comes time to exit, it will be a much more prosperous transaction if the firm can carry on independently. The ultimate test of a successfully branded business is what it is worth in the market, with or without you.

There is more about branding in the book, Recharge. You can buy it online here.


You Might Also Like :

Back to Featured Articles on Logo Paperblog

These articles might interest you :

  • Through the Eyes of My Expat Child! Lessons Learned.

    Through Eyes Expat Child! Lessons Learned.

    People keep saying to me, “Oh your little girl must be loving the normality of being back home in Australia.” I smile, nodding meekly, not wanting to seem... Read more

    4 hours ago by   Mint Mocha Musings
    EXPAT, SELF EXPRESSION, TRAVEL
  • Taking Stock – April 2017

    Taking Stock April 2017

    Another Month has come and gone!  We are travelling through 2017 far too quickly!   As much as I would love time to stand still for a moment – it can’t, and it... Read more

    4 hours, 10 minutes ago by   Mischieviousmum
    FAMILY, LIFESTYLE
  • Soda Sales at Deepest Valley Since 1985

    Soda Sales Deepest Valley Since 1985

    US soda sales are at the lowest since 1985. And they're not likely to pick up soon, as reports about the potentially brain-damaging properties of sugary drinks... Read more

    5 hours, 31 minutes ago by   Dietdoctor
    DIET & WEIGHT, HEALTH, HEALTHY LIVING, MEDICINE
  • Cartoon Guide to Biodiversity Loss XLI

    Cartoon Guide Biodiversity Loss

    Number 41 of my semi-regular instalment of biodiversity cartoons, and the first for 2017. See full stock of previous ‘Cartoon guide to biodiversity loss’... Read more

    5 hours, 45 minutes ago by   Bradshaw
    ENVIRONMENT
  • Snow in April

    Snow April

    Seriously what is going on with the weather? I woke up yesterday morning looked out the window and was greeted by beautiful blue skies, brilliant I though to... Read more

    6 hours, 37 minutes ago by   Ashley Crombet-Beolens
    ENVIRONMENT
  • 10 Reasons to Front-toss

    Reasons Front-toss

    Sitting or standing, underhand or overhand, front-toss is tough to beat.There are several ways to practice hitting. Live BP and hitting off a tee are popular... Read more

    6 hours, 57 minutes ago by   Meachrm
    BASEBALL, SPORTS
  • Crooked Federal Judge R. David Proctor, with His Deep-seated Ties to Perjurious...

    Crooked Federal Judge David Proctor, with Deep-seated Ties Perjurious Trump Jeff Sessions, Proves Apple Fall from Tree

    Judge R. David Proctor (center), with family members whohave benefited from ties to corrupt Trump AG Jeff Sessions(From facebook.com)How many ways can a... Read more

    7 hours, 55 minutes ago by   Rogershuler
    LEGAL, SOCIETY