When customers purchase something, it’s for one of two reasons.
They either need or want something.
If a customer needs something, they are likely looking for the cheapest, most convenient option. They don’t care where the product comes from as long as they get it.
If a customer wants something, they care where the product comes from and considers all their options. Only purchasing the product that most closely aligns with their values and budget.
When a customer wants something, they don’t need it.
Invariably, they’re purchasing a want for different reasons than a need.
A brand’s job is to know what a customer wants and bring it to the forefront of the brand. And by knowing what a customer wants, a brand can differentiate and create value for the customer. By creating value, you create more customers.
A brand is a promise. It's the promise you make to your customers about what they can expect from your product or service.
You can have the best logo, use the most fantastic typeface, create the perfect colour palette, but if you’re not using those elements consistently across your brand, you risk confusing and turning away potential customers.
Branding is one of the most important aspects of any business. If you're not branding yourself properly, it's very likely that your business will fail.
You know your business inside and out. You know what you do best, who your customers are, and what makes you different from competitors. But do others?