6 Reasons We Love Branding (and you should too)
I love branding.
Unashamedly.
I love the idea of creating something that people connect with. That inspires people, moves people, makes them feel part of something and causes them to act. I know what you’re thinking – I help companies with their branding, so of course I love it. It’s my job.
But what is it about branding that YOU should love?
So glad you asked.
Let’s dive in.
1. Branding connects people
Branding gives a sense of belonging with those who love the same brand. It makes them feel part of something bigger. We can also see brands as an extension of ourselves.
Great examples of this are Harley Davidson and Apple, where the brand becomes a significant part of a person’s identity.
Another example I love is Red Bull.
There are surely people out there who love the energy drink, but most of us know Red Bull by their extreme sports sponsorships (like F1) and events (like the space jump).
Red Bull as a brand, gathers extreme sports enthusiasts, supports their activities, and brings together different communities like surfers, skateboarders, divers, and racers with their love of adrenaline. That’s pretty powerful.
2. Branding moves people
And often it moves people to spend money!
For example, Kleenex charges a lot of money for boxes of really thin paper.
And Hermès once sold a handbag for $2,000,000.
Because it’s not really the product that people are buying.
So Weetbix isn’t selling you a box of dry biscuits, they’re selling you energy in a bowl to get you through the day.
Coca-Cola isn't selling you brown fizzy water, they’re selling you joy, summer and freedom.
Through branding, these companies are able to become more than what they sell.
3. Branding inspires people
According to Wunderman Thompson’s The Inspire Score: Top 100 2021, a ranking of the 100 most inspiring brands in the world today, Google, Apple, Samsung, Amazon, and Nestlé are top of the list of brands that inspire. Do people really find Google inspirational?
Apparently so.
The report found that the brand inspires with its ability to change what is possible when it comes to using the world’s information to help us better understand and navigate the physical and digital worlds.
To get nerdy for a moment, Neil Dawson, global chief strategy officer at Wunderman Thompson told AdNews it comes down to the field of motivational psychology and “the most inspirational brands scored highly on three factors: Elevating (having a positive impact on society, improving people’s lives); Magnetic (making consumers feel like they’re making a popular, exciting choice); and Motivation (offering people a way to help accomplish their goals).”
Are you ticking those boxes?
4. Branding tells a story
Everyone loves a good story. That’s why we love knowing how brands started, and all their challenges and wins along the way (believe me, everyone has them).
The best brand stories pack an emotional punch, and really connect with the audience.
Virgin is a great example of a brand story that draws people in. It’s the story of one man, the inimitable Richard Branson, an underdog with a dream to a successful business off the ground (quite literally). He had many famous failures (Virgin Cola anyone?) but ultimately has built a brand that people adore.
Branson himself says the Virgin story is what attracts people: “We would be nothing without our story.”
Does yours need telling?
5. Great branding goes for the heart and the head
Some brands resonate with us emotionally, while others appeal to the head and draw us in with practical benefits.
An elite few do both.
Look at Who Gives A Crap. We’re talking about toilet paper. But not just any toilet paper – this is toilet paper with a purpose. It uses 50% of its profits to build toilets in the developing world (it also has a brilliant brand story).
The genius thing about Who Gives A Crap is how they have injected the brand with incredible personality and humour, while creating a business that inspires you to do good.
It’s toilet paper you actually want to have on display – both because you feel proud to buy the brand and also because the packaging looks great in the bathroom.
Do you have the heart and the head?
6. Branding drives growth
Done right, branding wins customers and keeps them loyal.
Creating an authentic brand that connects with your audience, and moves them, will keep your business growing.
Can you afford to not love your brand?
Over to you
If you’re looking to create or grow your brand, you’re in the right place. Working together, we’ll create a brand that captures what you’re about, connects with your audience, and helps your business soar.