Why is branding important? Why create a brand? The role of branding in business

Why should you care about branding? A strong brand is the only way to differentiate and stand out from your competitors. Increased competition, product life cycles and consumer importance have made branding the key tool for all communications. A brand’s logo is no longer purely a visually aesthetic symbol, instead, your logo has to provoke your target audience and engage them with your brand. Your brand is the first point of contact for each and every consumer. Branding is what makes people choose one brand over another. 

Branding is fundamental, in today’s society branding is more important than ever. Building brands creates value for companies and corporations in a more significant way than in the past. Brands can align with cultural and social movements to remain relevant and increase their trustworthiness. The wave of the millennial generation loves to invest in something that they value.

How does Nike remain at the forefront of everyone’s social media platforms and social and cultural movements? Nike, ever sensitive to the changes in millennial culture, created a campaign around Colin Kaepernick. Kaepernick decided to kneel during the playing of America’s national anthem as opposed to the tradition of standing. The now ex-pro American football player formed a silent protest to showcase the issue of Black Lives matter on an international platform. Nike, in this instance, produced a new brand campaign - one that resonated with consumers - a controversial issue that sparked debate internationally. The use of Kaepernick as their poster boy immediately differentiated Nike’s brand from its competitors. Sports retail is a crowded marketplace.

Branding is more than a design, logo or strapline. It characterises social and cultural movements, consumer experience and a purpose. Combine the above and you will have a brand that will stand the test of time.