As seen on The Daily Bulletin – Why Branding is vital to your family business
Why Branding is vital to your family business
19 February 2019, with Stella Gianotto, Branding Expert
Once available only to large corporations, branding is now more accessible and vitally important to every size (and type) of family business, including yours.
But what is branding and how does it contribute to your business’ success?
Branding achieves considerably more than a clever name or a slick logo does, think of iconic Australian brand Akubra, who has been making wide brimmed hats for over 130 years. With a little known fact, that their name is “believed to be derived from an Aboriginal word for head covering”.
It is more ingrained than a catchy tag line, such as the one that Walter Kennard (aka Wally) from Kennards Hire said back in 1948, “I won’t lend it to you, but I’ll hire it to you.”
And it’s even more enduring than your latest advertisement or marketing campaign, such Sandhurst Fine Foods radio commercial, where CEO, Mimmo Lubrano tells Maria to ‘put down the artichokes…’.
Branding doesn’t replace these important business development or marketing strategies, especially ones that have become part of the Australian business landscape. Branding inspires them, it focuses the strategy, gives it purpose – AND it gives it a long-term impact.
Branding is the driving force behind WHY consumers purchase your product when there are many competitors or overseas knock-offs available to them. The top of mind recall, known as ‘brand awareness’ inspires your customers to buy your product, with just a little extra push.
So, when does branding start? Click here to read the full article.