Why is Branding Important?

A couple of months ago we were invited to speak in front of a business development class at Bates College in Tacoma. It was an honor to be asked and a lot of fun. The topic at hand was branding and more importantly the importance of branding. Unfortunately once we dove in and started to really explore everyone’s individual brands for the companies they were preparing to launch we ran out of time. So here is what we talked about….

Why is your brand so important?

  • It builds trust
  • Communicates who you are
  • Communicates what you do
  • Differenciates you from the competition
  • Conveys credibility
  • Reinforces you core values
  • Creates a lasting impression
  • Creates Loyalty

Questions to ask yourself…

  • What does your company do?
  • Why did you start your company
  • Who are your customers?
  • Why do people choose your company over your competitors?
  • What other brand voices do you admire?
  • If your brand were a person, how would you describe him or her?
  • Can you describe your company in 3-5 words?
  • What do you love about your job?

Steps by Step Branding Process

1. Choose a Simple Branding Message

What sets your company apart from other in your industry? What makes you different and original? What about your company makes it the one that a potential client should choose?

2. Create a Voice to Accompany Your Message

It’s not just what you say but how you say it. Your corporate “voice” is the language, tone and rhythm that you utilize in all your communications

3. Create a Logo and Design Scheme (This is where Passio Creative Comes in)

It’s important to convey your message and style to your potential clients with both verbal and visual brand representations. Your logo and design scheme should complement your verbal message.

4. Be Consistent

At Passio we feel this is the biggest and most important one. If you aren’t focused about how you appear, then your potential clients will be impacted by your inconsistency rather than your message.

5. Measure Reactions and Tweak Your Message and Design

Make sure you measure the reactions of your potential clients to your brand. Watch for their discussions on social networks and blogs and pay attention to sales and figure movements. When you notice certain aspects of your branding not delivering, tweak them.


So… Ask yourself what are the brands you love? Why do you like them? Now think about your brand, your company.

Download our handout for the Branding 101 Class: Branding_Workshop


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