What do customers think when they see your logo? Do they see a modern, polished mark conveying a statement, or an unclear typeface following the trends of 20 years ago? Your brand is your first impression on your audience, and first impressions matter – especially in a competitive world.
As LSEO founder Kristopher Jones from Forbes puts it, “Branding helps you show potential customers that you’re an established, credible business.” Unprofessional, misleading branding decreases trust from potential customers. When faced with options, they may turn to another company who has put more work into professionally and accurately conveying their identity.
Because, after all, branding is identity. And a logo is just one piece of the puzzle — your logo, tagline, copywriting, fonts, colors, and the way you combine these elements tells a story to your customer. Do you convey elegance and precision? Reliability and strength? The smallest choices make the biggest difference in how people perceive you – and it can make all the difference in whether they pursue your services.
When the software company Salsify surveyed more than 4,000 consumers for its 2022 consumer research report, 46% said they would pay more for a brand name they trust. Fit Small Business explains why: “The more people recognize, appreciate, and believe in your brand, the more they buy from you.” And people are more likely to believe in a brand that fully understands itself.
For small businesses in the door, frame, and hardware industry, this rings true. Good branding can attract new customers in the short-term and long-term. LinkedIn, the business social media platform, says that “by developing a unique brand identity… you create a distinct impression in the minds of your customers.” When customers think of door distributors to work with, you’re more likely to pop into their mind because you made a strong impression. This may happen immediately, or later in the future – but either way, you’re generating awareness in the minds of potential customers.
Moreover, branding can help attract the next generation of workers in this era of labor shortages. Millennials learning of the door industry will appreciate a company that looks fresh and modern rather than stale and antiquated, as it indicates a modern perspective. Up-to-date branding shows that your company is likely embracing new trends and industry technologies like project management software, which is an attractive quality to tech-savvy millennials looking for work.
Software for Hardware underwent its own brand redesign in 2020, complete with a fresh new logo, because of these many benefits.
All in all, great branding can increase trust, sense of identity, awareness, sales, and hires. It’s important to step back and check if your visual identity matches the values and professionalism of your business. Your branding tells a story, and you want to make it a good one.
Anna Litofsky, Marketing Coordinator, Software For Hardware, Atlanta, GA.