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Branding

Why Branding Matters For Your Business

Tommy Moore
Tommy Moore
Director of Creative

Your brand is your company’s most valuable asset. Branding enables you to shape customer reality so you can influence the behaviors that impact your business growth.


What is a brand?

Pop quiz time. Your “brand” is synonymous with your logo—true or false?

While there is some truth to the statement above, the reality is that brands are made up of so much more than trendy logos and beautiful colors. A brand often surpasses a product or service offering and serves as an extension of what you value and believe. It’s easy to assume that your brand is about your company—or more specifically, about what your company says or thinks it should be—but your brand is primarily what your audience says about you.

Wait, how does that work?

Yes—your brand is about you—but it has much more to do with the emotions, experiences, and interactions you have with your audience. It’s the complete identity of your business and goes far beyond the logo that identifies you or the products you’re most known for. Brands are often based on some form of perception. Although perceptions aren’t absolute truth, they can be a powerful thing that dictates a person’s belief system and often drives behavior.

89% of American consumers say that they are loyal to brands that share their values. (PR Newswire)

Why does branding matter?

A well-defined brand connects with its audience, turning them from consumers to loyal advocates. It gives your audience a glimpse into your company’s culture, personality, and purpose while paving the way for business growth.

Branding can also set your company apart from “the other guys” and distinguish you in a saturated market. By articulating what you do, why you do it, and the value it brings to others, you actually place emphasis on your audience by bringing clarity and eliminating confusion.

Bottom line—branding is more important than you might think.

If your business is not doing enough to engage your customers, 54% will consider dropping you. (Fundera)

5 questions to ask yourself before rebranding

Maybe you’re reading this and wondering if it’s time for a brand refresh of your own. Here are a few questions to consider as you make that decision:

  1. Do you have trouble generating new business?
  2. Can your employees articulate your mission?
  3. Do you find it hard to attract top talent?
  4. How engaged are your employees with your brand?
  5. How do you rate your digital awareness?

ANOTHER POP QUIZ!

You can also conduct a simple test within your organization by asking 5-10 employees one simple question:

“If someone came up you (who wasn’t aware of our business) and asked you what we do as a company, what would you tell them?”

Write all those answers down and compare the results. Did it take them more than 10 seconds to answer? Could they answer with certainty? How similar were the responses to one another?

This simple activity can be very revealing. Your employees are your greatest brand advocates. If they can’t articulate your mission, you can almost guarantee your audience can’t either.

Don't ignore your greatest asset

Your brand is your company’s most valuable asset.

Why? Your brand is how your organization is perceived. Branding enables you to shape customer reality so you can influence the behaviors that impact your business growth.

At Reusser, we desire to support businesses and organizations on their journey to become a better version of themselves. Branding is oftentimes the first step. If this resonates with you, reach out!