Why branding should be your next business investment

The benefits of branding for B2B are undeniable – it cements your reputation, attracts customer and employee loyalty, creates consistency across your communications, and maximises your marketing budgets. But you may be wondering, when is the right time to invest in the branding process?

Is it something to do from the outset or one of those “nice to have” investments further down the line?

In fact, it’s never too early to invest in branding, but the reality is the budgets often aren’t there at the startup stage. 

However, if you have initial funding or investment to establish your business, branding should be at the top of your list in creating a successful B2B company.

Whatever stage you’re at in your journey, here are three reasons why branding is the smart move for your next business investment.

You’re offering a high-value service or product to your audience. Your testimonials glow with words of praise and appreciation, yet it’s still possible that the image you project to the outside world doesn’t match that value.

If that’s the case, there’s a disconnect at play that will confuse and alienate potential customers.

Investing in branding now will elevate your image to a premium level that reflects the value of your offering. 

Think about this for a moment.

How often have you come across a company you want to buy from, then gone online to research them to find out more. Yet when you do, you’re instantly turned off by a clunky website or a DIY logo? 

This is not a case of judging a book by its cover. The fact is, we all make snap judgements within seconds when we encounter a brand, whether it’s a flyer through the door, a Facebook advert, or a glimpse of a website.

First, second, and third impressions count. So, concentrating on your brand is about believing in your business enough to showcase it in its best light and evoke the right impression in customers who experience it.

With so many touchpoints for your audience to interact with your brand, are you optimising every opportunity to make an impact?

After all, consistency is everything. And it comes in many forms, including:

• Visual assets
• Tone of voice
• Personality
• Messaging

So, before you go any further along your business path, it’s time to streamline all of those assets and activities to ensure every micro-interaction with your brand is a memorable one for customers.

The rule of seven began in traditional marketing and dictated that customers must experience your brand seven times before taking action. 

Does it still apply in an online world where we have so many more touchpoints available to come into contact with a brand?

That’s debatable. But the rule of seven should be viewed as an absolute minimum.

After all, there’s so much more competition out there nowadays in a world where anyone can build their own website and call themselves an entrepreneur.

So, you have to work that much harder to be seen and heard by your audience. 

Therefore, branding is your opportunity to get it right and leave nothing to chance to secure a loyal, engaged, and purchase-ready B2B audience.

Many businesses spend too long attracting and servicing the wrong type of client, leading to frustration and exhaustion. 

Often, this is because there’s confusion and contradiction within the business, which spreads into the external perception of a brand.

By establishing and communicating who you are as a business, what you do, and what you stand for, you naturally attract clients who align with your values and respect your work.

In doing so, you elevate your reputation within the industry and become known for what you do best and how you do it. Your uniqueness shines through and appeals to like-minded organisations and individuals in terms of employees, customers, and suppliers.

All of this adds up to a better working experience for you and your team, allowing you to do more of the work you love, build and retain a great team, and gain recognition for your strengths and USPs. 

This starts with your branding and circulates across everything you do and are. So, if you want to be known for your brilliance and work with exciting customers, investing in a branding process will set you on the path to a brighter working future. 

Studio LWD is a creative brand agency with experience creating powerful brands for ambitious B2B businesses of all sizes. If you’re ready to prioritise your business growth, we’re here to be the driving force for evolution in your organisation.

Contact us for an informal chat to explore the possibilities – email hello@studiolwd.co.uk or call us on 01253 829031, and let’s take it from there.