Should I invest in branding for my business?

Some people think that what I do is superficial—the gloss, the icing on the cake—and in some ways it is. It is, the tip of the iceberg when it comes to your business.

It’s, maybe 5% of what your business is. Yet, it’s 95% of what a new client sees. That’s sad really, but in this world of scrolling the endless scroll of life online, it’s the reality.

We all know what’s really important is what’s going on under the icing—the fluffy sponge, or the rich, gooey filling… or the frozen solid, dependable ice—full of age, wisdom and strength.

I could have drawn a diagram here to illustrate this point, but I’m assuming you know what the 5% tip of an iceberg looks like (bathed in the hot sun and melting probably, but that’s not a conversation for this post). The 100% is obviously your business, as a whole. Not just the identity, but the inner workings, the everyday stuff—the people, the processes, the products. Your culture, your ethos and your values.

These are the things that make up your brand.

If your identity looks ‘together’, organised and cohesive to an outsider—your messaging is memorable, succinct and genuine, it hints at what’s underneath. More than hints! It’s a beacon of light to represent you and to guide you. It is the language you speak and the air you breathe. It may only be 5% but it’s so vital. If people aren’t attracted to you, they won’t bother to get to know who you really are.

From a customer’s point of view:

If this business or individual is ‘together’ enough to have considered the finest-of-fine nuances of their brand, to have cared to that level, imagine how awesome their products must be, imagine how fantastic their service is, imagine how looked after and valued I will feel as a customer—that problem I’m currently facing, that will be gone, solved, over.

You see where I’m going with this…

Your brand identity is only a tiny part of your brand and an even tinier proportion of your business as a whole, but don’t underestimate its transformational power. Once you’ve invested in a good brand identity, you only have one concern… to make sure you live up to the hype!

Now off you go…

If you’d like to chat more about branding for your business, feel free to get it touch!