Distinguishing your business from the competition, creating a lasting impression on customers, and much more – your brand is clearly a critical part of success. But when did you last review your brand and its relevance for your target market? After all, businesses evolve and change all the time, so why shouldn’t your brand?

Here are five reasons not to let your brand grow stale:

1. A good brand makes your business recognisable
The brand, especially the logo, is one of the first elements people notice about a business. You therefore want your logo to be instantly identifiable, impactful and memorable, so it creates a lasting impression and generates recognition – just like recognising a face in a crowd.

2. A good brand draws new customers to your business
When you have a strong brand, you’re making it easier for existing customers to spread the word among their own networks. Word-of-mouth referrals are the lifeblood of many businesses, big and small, so it’s vital you have a striking brand – one that makes people want to talk about the business.

3. A good brand helps to engage your team
Branding isn’t just about engaging customers. A strong brand gives employees something they can unite behind and feel passionate about. This translates into high levels of engagement and productivity and great customer service – thereby enriching your reputation among those outside of the business.

4. A good brand conveys your image and positioning
Your brand should set clear expectations for customers. Picture a long-standing law practice with the kooky branding of Innocent smoothies. It just doesn’t work, does it? Therefore, your brand must convey your image effectively, establish credibility in a way that’s relevant to your target audience, and inspire trust. In other words, your target audience should look at your brand and say, ‘Yes, this is the right business for me.’

5. A good brand is the foundation for successful marketing
Branding is just one component of marketing, but we think it’s the seed from which all marketing efforts grow. With a strong, up-to-date and relevant brand in place, you can reach out to your target audience with confidence, knowing that your brand supports your goals and makes sure you stand out from the crowd.

If it’s been a while since you last reviewed your brand, talk to OCTOPUS. We’ll work with you to ensure your brand is just right for your company, your target audience and your goals.