What is Branding?There are many ideas that come to mind when we think of the word “brand.” Big names like Nike, Apple, Google, McDonald’s, etc might come to mind. We picture the company’s logo, typeface, or colors. However, branding is much more than just a memorable logo or catchphrase. Branding is the summation of people’s perception of who you are as a company. This may start with your logo, but it also includes your website, user experience, customer service, social responsibility, community service, advertising, etc. The list goes on and on. It is imperative that each aspect of your business speaks a consistent message to your customers. If you can achieve this, you’ll have a strong brand presence. A powerful brand will increase your reach to potential customers, improve credibility, and ultimately increase your company’s value.
Benefits That Make Branding a No-Brainer
Improves recognitionAs a business, you want your potential customers to recognize you wherever they are. Think of your brand as your company’s face. You want it to be memorable, but you also want it to convey how you want to be seen. Your brand should portray who you are as a business. This recognition is seen through your logo, but also the look and feel of your website, your use of colors, your typeface, your tone in marketing, and your domain name. The most often overlooked aspect of branding is your choice of a domain name. These days, domains are tantamount to brand names. If your domain name does not match your brand name, your customers will not be able to find, remember or recognize you online. You want your domain name to reflect and reinforce the brand of your brick-and-mortar business.
Builds CredibilityA professional brand exudes trust and credibility. When people notice that a business’s logo is clean and sharp, they are more likely to trust that business. This principle also pertains to domain names. Short, memorable, dot-com domains are seen as more trustworthy than more economical alternative domains. For instance, you’d be much more trusting of CyberSafety.com than cyber-safety.xyz. You want to make sure your brand is consistent and coherent wherever consumers will find it.
Generates new customersA good brand doesn’t need to spend as much on advertising for obvious reasons. People remember the name, and they spread the name around by word-of-mouth. Good brand names are short, memorable, easy to spell and say. This rings true for premium domain names as well. This ability to generate new customers can turn you from start-up to industry leader in a matter of years rather than decades. When considering a domain name for your brand, make sure it passes the “radio test.” “Radio test” is if you heard the name on the radio or tv, you’d be able to recall it the next day and be able to spell it when typing it in online. This means:
- Keep it short (shoot for one word)
- Make it memorable
- Ensure it is easy to spell
- Aim for dot-com