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June 15, 2018

What is Branding? And Should Small Businesses Care? | Part Three

The Value of Branding

Integrated Branding is what creates customer awareness. It is what keeps consumers loyal and buying repeatedly.

Branding is what helps a prospective buyer call to mind a particular company when it comes time to buy.

In a world of infinite choices, branding that helps people remember YOUR company is more important than ever. Today consumers have a seemingly endless choice of retailers, products and services available at their fingertips online, or at the local strip shopping centers or shopping malls.

If consumers are shopping for something, what do they do? Go to Google, or Bing, or Amazon, where billions of Web pages and yellow page listings are available.

Not only are there many choices, but some of the traditional decision factors that separated and defined companies are today transparent and without much difference. Take, for example, pricing. Pricing is easier to discover and compare than ever before. In certain industries there may be
very little price difference.

When all prices are the same, what makes the buyer choose one over another? Nuances and qualitative factors may make the difference.

For small businesses, what sets apart the business may be factors such as high quality, craftsmanship, personalized customer service, superior knowledge to help customers
make the proper product selections, and similar qualitative factors.

The challenge for some small businesses is how to get customers to think of them when it’s time to buy. You don’t want your company to be nonexistent in the customer’s mind.