Top Benefits of Creative Business Branding
A creative approach to business branding can have bigger benefits and returns than the usual route. There are multiple reasons as to why that is, but in general, it stems from the power of creating business branding’s ability to connect with a person. In this article, we’re not only going to talk about business branding and how creative branding adds value to a business but a bit about psychology and emotional connectors.
What is branding your business?
Branding isn’t just about the iconography of the image your company will have —- it’s much more than that. It is your company's identity, its personality, its story-building. It’s your DNA. Branding doesn’t stop at the art department with a cute little logo. It’s much much more than that. It’s how you approach your audience with your copy, it’s your story and the importance of it, it’s your value set, is how your employees dress up, it's an all-encompassing system that not only bridges all parts of your companies but gives it its blood and energy.
Why is creative branding important?
Because, as Yuval Noah Harari once stated, “homo sapiens it's a storytelling animal that thinks in stories rather than in numbers or graphs, and believes that the universe itself is a story, replete with heroes and villains, conflicts and resolution, climaxes, and happy endings.”
This is what Apple, Google, McDonald's, Disney, Universal, Ford, Walmart, and thousands of other companies have in common. They create an all-encompassing narrative. One that translates to all its vertices.
Successful branding is not only creative but consistent. Think Apple, it is content and constant every step of the way — through all the processes and experiences of a user.
Jeff Bezos once said: “Your brand is what other people say about you when you're not in the room.” Your reputation and how you manage it have to be harmonious and that’s where creative branding comes in. Your packaging, your representative, your history, your narrative, your competitors, your colors, your social media feeds, tell your story and they are what people will remember.
It’s not just, like most people think, a brainstorming session with your graphic designer and a cool-looking logo. It’s much more than that. That’s the most important thing to consider when asking yourself “how to start branding your business?”
The benefits of creative business branding
There’s a reason why - despite the cost of production which is almost the same - Apple can charge 3 times more on its headphones than Sony. There’s a reason why people associate NIKE with performance, and Under Armour with endurance. Why do people choose McDonald's over Burger King?
That reason is branding. Or more to the point how creative business branding somehow attracts your key demographic. That reason is the science of customer emotions and emotional motivators. People like to be emotionally attracted to a brand — not the product. These emotional motivators, which are posted by creative branding, drive consumer behavior. They make a brand so it's unique to a person’s social identity. They allow a consumer to perceive a future that’s better than the past. They make them feel that their life, their decision, and their ambitions, measure up to their expectations. They make them feel independent. They stimulate visceral experiences — experiences that are fun, pleasurable, and exciting. They make them feel as if they are part of a clique.
There are over 300 emotional motivators, according to researchers at Harvard, and each one is stimulated and fired up by a brand’s creative team. This is how you and your products connect to a customer on a deep level — which has huge payoffs.
Creative branding, aside from helping you connect with your consumer, also allows you to:
Showcase your business features in an interesting way
Business branding services help you highlight what makes your company and its services different from those of your peers. Creative branding can help you holistically, and organically, showcase why your company is a force to be reckoned with.
Creativity helps you charge your worth
Creative branding allows you to charge more for your products. Why? Because you are no longer just selling your product or your services, you’re now selling the experience of owning your stuff. Creative branding, according to researchers, allows you to target a person's own narrative. They are now paying “extra” for that “extra” your product gives them. That magic that makes them believe they’ve led a meaningful life — one that gets beyond the trappings of financial and socio-economic responsibilities. One that seems poise for success and that will turn out better every consecutive day.
That feeling, that feeling creative business branding gives its consumer, is invaluable.
Today, thanks to big data, and how segregated the market is, it's that much easier to attract your ideal consumer. Less than 30 years ago the many criteria when it came to making demographics were limited. You had socioeconomic status, age, gender, and locality. Today, you have so much more. Today brands can track just about everything their client and the public in general does. They can market their product to niche groups. Creative marketing and creative business branding can help you target consumers based on just about everything — what clothes they wear, what movies they watch, their sexual preferences, their air style, the type of music they hear, what books they read, etc.
How does branding add value to a business?
Branding is your most valuable asset when it comes to your business. Yes, you might have a great product, but unless you know how to properly sell it, it’ll stay on the shelves. Creative business branding is as much about your reality and how you really are as it is about story-building. It’s telling a story, using poetic license, for the benefit of your brand.
If you feel like you could be doing more to support your own nonprofit’s branding endeavors, or you simply wish to find out more about what exactly branding consists of and how it can be used to your advantage, then look no further. Here is the definitive guide: Branding for Non-Profit Organizations.
Your profits, your success, are tied to creative branding and how it helps you connect with your audience through the use of an all-encompassing story that reaches all your company vertices and stations. We love a brand not for the features it has or the product it makes, but on account of how it makes us feel.