Creativebloq recently published an article written by Dmytro Spilka that highlights the importance of branding within any organisation’s marketing strategy.

Spilka writes:

'In an era dominated by the likes of social media, consumers are constantly surrounded by new brands. With more options than ever before to choose from online, the competition to perform well has become harder for small businesses (which are competing with big brands with the bucks to spend on the best logos).'

At Novagram, we believe that branding is the foundation of business success – and it’s about much more than an expensive logo. However, Spilka is right that online presence is incredibly important.

'[B]randing should be at the centre of your marketing strategy, as it can increase revenue by 23% alone. Not only does a consistent branding strategy encourage recognisability in an omnichannel landscape, but it also fosters trust, loyalty and connection between brand and consumer.'

Organisations that want to reap these benefits may need to refresh elements of their existing brand – or invest in a top-to-bottom rebrand. If you are interested in learning more about how Novagram could help your organisation to thrive, get in touch today.

Spilka outlines some of the benefits that can come from good branding:

1. Stand out from competitors

'A strong brand identity instantly makes your business more recognisable to your target consumers. In a competitive online landscape, brands that have distinguishable features, such as a recognisable logo or viral message, are most likely to outperform competitors on social channels.'

'In fact, over half of all brand first impressions are visual in 2024.'

In order for your audience to build a positive association with your organisation, your branding will need to be consistently applied across all touch points. It’s also important that your brand is up-to-date, so that you stand out for the right reasons and communicate your intended message.

2. Gain credibility

'Did you know that 4 out of 5 consumers will only buy products from brands they trust?'

'If your branding strategy is strong, you’re likely to be more recognisable cross-platform and will hold more authority within your niche market. Brands that lead industry conversations are perceived as experts within their field, which evokes a sense of trust amongst their target consumers.'

Spilka acknowledges that it can be difficult to build trust and connection as many brands ‘fight for the limelight’. However, repeated positive interactions with your brand will help your audience to stay engaged and eventually convert.

'If you prioritise consistency, unique content and a strong identity, you enhance your credibility as a business and gain a competitive edge within your marketplace.'

Spilka uses ASOS’ #AsSeenOnMe campaign as an example:

'ASOS is a great example of a brand that does this well, with their #AsSeenOnMe campaign. Rather than relying on their own content production, they have launched a section on their website dedicated to consumers wearing and posting about the clothes they have purchased on their website.

This has not only helped boost credibility for the brand but is essentially also free advertising, bosting consumer trust without the cost of campaigning.'

3. Connect with clientele

'The messages you deliver as a brand should aim to speak to consumers on a human level. Essentially, branding humanises your business. You’re able to communicate your mission and messages through the use of colour, content and campaigning for a shot at evoking human emotion and connection that consumers will associate with your products/services.'

"Fundamentally, branding is a profound manifestation of the human condition; belonging to a tribe, to a religion, to a family. Branding demonstrates that sense of belonging."

– Wally Olins, CEO of Design Thinker

Building a community around your brand takes time, but companies that commit will reap the rewards. As an example, Spilka points to sustainable clothing brand Patagonia, who have spent many years earning green credentials. Highlighting this allows the brand to connect with shoppers who care about sustainability.

"82% of online shoppers will only buy from brands with a greater mission or purpose."

Your brand identity and messaging should convey your purpose: communicating this clearly to clients is a key opportunity to form connections.