Why the last thing you should cut corners on this year is your branding

If there was ever a time to show you take pride in your appearance, it's now. Research by CCICOLOR shows that people will make a judgement about your brand within the first 90 seconds – and up to 90% of that decision is based on colour alone. Saying that, it’s important to remember a logo, colour palette or symbol is just a tiny part. Your brand is also your values, your story, and your perspective. So, a stronger, more well-rounded identity shows you care – about your business, your customers, and your future.

Investing in your brand doesn’t always mean upgrading what you have. Most of the time, it’s simply about being more unified in everything you do. Consistency shows confidence in your brand identity, and confidence always inspires trust. This is something that’s never been more important when it comes to new users – especially since research shows that as many as 77% of customers would recommend a brand to a friend after a single positive experience.

You’re only as good as your team. And, when times are tough, you need the best talent behind you if you’re going to come out on top. Investing in your brand is a great way to build engagement among teammates. If everyone’s aligned, you’ll strengthen your brand image across every touchpoint.

Plus, you’ll make your brand something that your people are genuinely proud to be associated with. Do that, and you’ll have a better chance of attracting and keeping the best people, and getting better results across the board.  Win-win, right?

Loyalty will be the word on everyone’s lips this year. Across every industry, people will be shopping around for cheaper alternatives. But the stronger your brand identity, the less likely it is that your current customers will stray away.

Yes, a competitor may be cheaper – but do they really offer more value? The role of your brand identity is to remind your users of everything you stand for and why they loved shopping with you in the past. If you feel you’re out of touch or falling behind, then re-evaluating your brand can help you stay relevant. Your customers identified with you at one point in time, so there’s every chance they will in the future, too.

Impactful advertising is going to be essential for standing out. But having a strong brand identity goes a long way in making your marketing all the more powerful. We’re not saying shake things up for the sake of it – or go bolder, brighter or more playful if that’s not what you’re about. Simply tightening up your look and feel, or even just getting a fresh outlook on your creative assets, can help ensure your brand identity remains relevant, exciting and – above all things – recognisable. Your brand is your biggest asset, so push it further and make it work harder for your business. That’s what it’s there for.