5 Ways Your Brand Could Be Hurting Your Sales


Okay, we’re just going to say it, cutting corners with your branding can be one of the worst business decisions you can ever make. And if you could sum this up into just one reason, it would have to be that your brand is nothing short of your ‘company’s personality’.

It’s more than just a logo and some colours, your brand reflects everything you do, and the very reason we have brands is to set the tone of your business, like where your products or services fit amongst your competitors.

From your website, social media, emails, print to radio commercials and everything in between, your brand can also impact on your sales. To better understand branding, here are 5 ways to ensure your branding is supporting your business, not hurting it:

1. Your Brand Is How People Identify Your Business

Strong Australian brands attract new customers, while on the flip side, sub-par brands can turn potential customers away and send them running straight to competitors.

Think of household names like Nike, McDonald’s, Big W, Apple Computers, Mercedes or Jetstar, and you can likely visualise the look, feel, costs, and perhaps even smell of these businesses. That’s no coincidence!

And while these are massive companies, the same marketing rules apply to small business. Consciously or subconsciously, your favourite local products, services and shops are all using branding strategies to get your money, and keep you happily returning.

2. Professional Branding Builds Trust In Your Marketplace

A professional brand suggests that your company is solid and trustworthy. People automatically assume that companies that take the time to invest in creating a professional brand, are also the kind of companies that will take the time to create a high-quality product or service.

Head down to your local Coles or Woolworths and you’ll see this in action. Which laundry detergent do you trust to remove a stain from your white shirt, the well-known brand or the cheap home brand? Which multi-vitamin would you trust, the well-known brand or the home brand in the plain white box?

And it’s not just about wanting to present as the premium product or service, if you want to target the lower end of the market, your brand needs to reflect that too!

3. Your Brand Helps Your Company Stand Out

Your website style and brand is more powerful than your company name when it comes to differentiating your business in your marketplace. Consider all the companies selling bottled water. If there were no branding on any of the bottles, people would just pick a bottle at random. Branding lets you to make your product different and convince people to purchase it instead of your competitor’s products or service.

The thing to remember is that people don’t purchase water because it tastes different to another, or because it comes from a particular place. They buy it because they’re attracted to the brand, “the look and feeling it gives them”, and it’s the brand that makes them purchase the same water again and again, even if they don’t remember the company’s name!

4. Your Branding Helps When Raising Investment

A strong market perception implies strength, a quality that potential investors are always looking for. If investors can easily find your brand online and remember the look and feel of your company, your business is much more likely to be seen as an attractive opportunity for investment.

On the other hand, it’s much harder to get people to invest in your business if your brand looks like it was designed at home or by a rookie designer. People simply won’t trust you, or may think your business cuts corners.

5. Your Branding Can Boost Employee Pride

When a new employee works for a much loved brand, and they agree with the company’s mission, they’re more likely to take pride in their job and work harder than the average employee. They are naturally also inclined to tell their friends and family about your business. This in itself is worth investing in your brand and image!

With a strong brand, your company will find it easier to attract the best talent and generate the most valuable sales possible, word of mouth referrals.

Your Branding Is Vital

If you’re interested in creating a new brand or if you’re concerned about your company’s current branding, it’s a good idea to talk to the experts. KMO are leading full-service digital agency who’ve helped hundreds of Australian businesses improve their image, on and offline. Just get in touch today to chat about your branding ideas.

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