What Are the Advantages of Branding? (Updated May 2021)

Branding

Nike running shoes with graffiti in the background

CONTENTS

13 min read

What are the advantages of branding? It’s a fair question.

And one that many are asking themselves at this moment in time, especially the startup founders out there looking to get their businesses up and running!

We’re always talking about branding, but what are the real advantages of branding a business?

Away from having a good looking, attractive brand, that sells well to your customers, there are a whole of other advantages to branding your business properly.

As a bit of a primer to this article, check out our Ultimate Guide to Small Business Branding, which will guide you through a lot of the key terms and branding ideas to consider for your business.

Or, if you’re not the reading type, then why not check out the video we’ve produced here:

You could be the next Apple or Nike and not even know it yet. It all begins with knowledge, and the repetitions needed to carve out your own path moving forwards.

The info shared below will be for those interested in the importance of branding in the face of competition, or even how good branding can be identified outright.

Let’s dive in.

Branding Builds Recognition and Loyalty

The first two things a strong business brand should do is work to build brand recognition and customer loyalty.

Both are key ingredients in the quality branding recipe book that you can’t avoid if you’re looking to succeed moving forwards.

Consistency

Consistent and considered use of the same graphic elements, wording, photography, and advertising, will work together to form your brand identity.

Think of them like Voltron, coming together to form something greater!

If people see your brand in the wild, and it’s consistent in it’s visual approach and delivery, then guess what? You’re actively building your brand recognition.

Consistency is key when trying to use branding to your advantage. It’s no good having an advert in Men’s Fitness, that looks completely different to the advert in GQ magazine.

Then, when the customers visit your website, they’re greeted with something different once again.

We’ll say it again because it’s that important: consistency helps build brand recognition, which is one of the biggest advantages to successful business branding.

protractor on a white piece of paper

Strong Branding Helps Communicate

One of the main things that a strong brand helps you do, is communicate. Communicate your vision, mission, and ideas to the people that matter, and those in between.

Communication is important, and is the reason why every notable brand has a social media page that parrots these messages to the masses.

Quality branding is universal in that it works in any language. Just look at the golden arches of McDonalds, and how recognisable that is in every continent on the planet!

Just looking at the logo carries the branding. It’s like a collective consciousness in a way amongst the people from the outside looking in at you.

Size Matters With Branding

When I started Canny, I knew where I wanted to be in a few years time.

Which is why I decided to not use “Tony Hardy” as my design name. I started off with Canny Creative and bet on myself.

I wanted to communicate size. I didn’t want people to think it was just one guy working out of his bedroom in his underpants.

Which it was, for a little while, in all honesty.

But the plan was always to grow, so I used my brand to communicate size. And look at how far the brand has come. You’re now on the Canny website, reading all about what effective branding can do for you!

Oh, how time flies.

Brand Quality Explained

Branding can also help communicate quality through and through. Let’s look at pizza as an example. Because, who doesn’t like looking at pizza?

Dominos and Pizza Hut are two of the most successful pizza chains in the world. They stand out from a cheesy wave of other pizza companies, because of their strong branding and marketing efforts, which make them known for pizza that is a cut above all the rest.

Here’s a real story about an experience I had with Dominos:

When we went out to Tokyo to visit Shodai, Adrienne was struggling with the food choices. Being a vegetarian, and not understanding the language, the food was becoming an increasing challenge.

On the fourth day of struggling to find food she could eat, we gave up, and navigated through the Japanese Dominos website to get her a plain cheese pizza.

We went with Dominos, because we knew they wouldn’t let us down. Turns out Dominos is the same the world over. The taste was great, and the experience was great too.

However, I do still get Japanese Dominos pizza newsletters every week. Normally a Tuesday. I’m guessing they do Two For Tuesday in the east!

Experience and Reliability

You’ve heard the Dominos story, I don’t think we need to say much about experience and reliability, surely?

The experiences you have with brands can last a lifetime, and make customers out of anyone — even those who might have said they’d never interact with you at all at one point.

You could even go a step further and call branding a time capsule in that it throws you back to a different point in your life.

Case and point: we found Dominoes due to the experience/reliability of the brand.

When you know a brand won’t let you down, you’re likely going to think about them often — or in times of need like in Japan.

two little fingers interlocked

Recognition And Brand Loyalty Go Hand In Hand

Loyalty, you can’t teach that.

Well, you can in its simple definition, but in the branding sense you can strap a rocket on its back once you’ve become a recognisable name in your chosen market.

Think about it.

Your audience are more likely to interact with you if you’re a known name, which in turn will lead to brand loyalty once they begin to engage with you and buy your products/use your services.

Building Brand Recognition and Loyalty Helps Increase Your Bottom Line

Turning your customers into loyal fans of your brand can also help increase your bottom line, but you don’t need us to tell you that?

You’re in a new town and see Starbucks’ famed siren logo. You know they can get a half decent cup of coffee from there. You know that you don’t need to venture anywhere else because you’re sound.

As a byproduct of brand recognition and brand loyalty, you’re bottom line is getting beefier and beefier, to the point where it’s next to impossible to ignore.

Every sale matters in the grand scheme of things of your business, especially those made early on. You need a solid foundation of sales/interest in order to grow.

Think of it this way: without those early sales — or interest in the brand generally — companies like Apple wouldn’t be where they are today.

Strong Branding Allows You To Scale The Brand With Multiple Products

Just because you started selling donuts doesn’t mean you can’t then start selling coffee to wash them down with.

And you, as a savvy regular, know that the brand is worth giving them your business as you trust them as a reputable name that you frequent quite often.

You give them a try because there’s a level of trust there, the kind that can only be built through consistency (as mentioned).

See what’s happened there? That hypothetical donut business just began to expand into a new market — a market we know all so well thanks to our work with Kono Coffee.

How you grow in terms of what you offer is how you guarantee longevity. Sure, you could be the king of donuts (like the Lard Lad himself), but there’s nothing wrong with offering a little bit of variety!

In short, a strong brand allows you to scale your brand, and change direction or pivot when required as sometimes the donuts might not sell as well as you hoped.

Brand Loyalty Allows You to Charge a Premium

Building trust and loyalty amongst your customers does yield the sweetest fruit in time. In other words: you get to dictate the price of your products that are slightly higher than your competitors as you know your audience will continue to buy from you.

Look at Apple for the perfect example.

Apple is a company that charges a premium for its line of smart phones — phones that are double the price of others available at the moment. These phones work the exact same way from a fundamentals standpoint, they can message, call and text.

Sure, iPhones do lead the pack in terms of features/build quality, but the point still stands.

Loyal customers will pay these prices because they know that what they’re buying is quality, they also understand that they’re buying into the brand.

Apple customers especially (me included) are a different breed, with some even waiting hours outside of certain stores for the next major release.

We’re talking like your brands are bulletproof. Just remember that your products need to be up to certain standard first.

Let’s not mention the Apple Homepod…

Be strong coffee mug on tea towel

A Strong Brand Helps With Recruitment And Retention

So we know what branding can do when your customers are loyal, your brand has a reputation, and all the benefits that come with, but wait, there’s more.

The next advantage of branding your business properly, is that it can help you with the recruitment and staff retention process. Why? You might be wondering, well continue reading and you’ll find out!

Taking the focus from external sales, to internal company happiness, branding can help you get things right, across the board. It is as overarching as it seems, we hope by this point you understand that.

Your brand can make potential employees think:

  • You are a good brand to work for
  • Things are done a certain way here
  • The brand’s mission is relatable to me
  • I’d probably enjoy working here
  • And so on…

Ever fancied a job as an Apple Genius? Well, they’re not the easiest jobs to come by.

What about Google? Of course you do! Who doesn’t want to work for a beautifully insane company with slides in their office.

A strong brand that communicates it mission, values, and personality can help recruit and attract the right type of employees. Employees that would get up to bat for you, and represent the brand through their work.

According to one LinkedIn study, a strong brand receives 2.5x the applicants per job post. Another study by CareerArc found that 75% of job seekers consider an employer’s brand before even applying for a job.

So as you can see, your brand isn’t just for your customers, it can effect the internals of your business too!

Your Brand Strategy Document

Your brand strategy document gives you a key strategy that you can relate all brand and business decisions back to.

This document can help form the shape of your company. It tells people what you’re all about, and reminds you, when you get caught up in the day to day running of the business.

The advantage of having a brand strategy document clearly outlined can’t be overstated. Having it to hand gives you something to refer to, refer your employees to, and serves as an important reminder as to what you set out to do at the start.

It can also be used to help take your company into the future. A good brand strategy document should outline where you’re looking to go next.
And it should grow organically with your business! When you reach goal one, what happens next?

Having a brand strategy outlined is a massive competitive branding advantage. You know exactly where you’re headed, and that can put you leagues ahead of the competition.

If you’re just starting out, check out our guide to some of the more inexpensive branding strategies available to you, that don’t require a massive budget!

Your Brand Identity Guideline Document

The visual element of branding is always the part that people want to discuss the most.

Your brand identity guideline document should outline how your brand identity looks, and how it should be visually represented in certain situations.

It can be used as an easy handover document when moving between agencies, or when having ads created in-house by someone else’s advertising department, and so on.

Your brand identity guideline is the lifeblood of your brand’s visual style. And you should protect it at all costs.

This is the key piece in the puzzle when it comes to building brand recognition. Your guideline should be used to consistently ensure your brand is represented visually, in the right way.

These two documents combined are enough on their own to sell the advantages of branding for your business. They form the backbone of any successful business/brand.

green exit sign in a dark room

A Strong Brand Allows for an Easy Exit

This is one of the most overlooked advantages of branding, and something that most do think about but won’t admit, either due to committing too hard to the brand or fear of how potential staff might think.

Here goes:

If you have a strong business/brand, you’re making it easy for when you want to exit your company.

A strong, attractive, money making business brand will make it a lot easier to sell when that day comes.

People don’t want to invest in things that they then have to spend ages putting right. If your brand is already on the right track, you’re eliminating on extra headache for prospective new owners.

Combine this with the brand recognition and loyalty that you’ve amassed as you’ve grown, your business is starting to look like a very sellable asset.

Now, obviously you need to ensure your business is doing well too, and you’ve not wrapped your business brand up inside your personal brand. But once you’ve got all of that in place, your branding can be advantageous when it comes to exiting.

What Are The Advantages of Branding?

People buy into brands. Whether that’s customers, investors, or prospective new owners.

The first thing anyone is going to do when hearing about your brand is check out your website or social channels.

Then, they’re going to judge you.

What does the brand look like? Can I support them? Do I like what they stand for?

All are intimidating questions to an extent as many lack the answers, but if you understand your brand down to the nth degree then we see you having no problems in navigating these queries, and landing the right kind of attention!

We live in a brand aware world. If you don’t have a strong brand, you’re not benefiting from the advantages of branding.

Take stock of how your business is represented right now and ask yourself “do I have a brand that I’m proud of?”

If the answer is no, you know what to do (get in touch with Canny, in case that wasn’t clear).

What do you think? Is your business seeing the advantages of branding? Let us know in the comments below!