Why is Branding Important?
Branding is important because your perceived value, as a business or as an individual, is based on your reputation. We live and work in a trust economy: These days, people make buying decisions on reviews, ratings, and recommendations—not on slick marketing campaigns. In a world where trust has become the new global currency, how you choose to present yourself and tell your story matters. Branding is the portal through which you communicate your essence and, ultimately, your trustworthiness to others.
In our social media-saturated culture, all of us—businesses as well as individuals—are storytellers. It can only take a split second for someone to make up their mind about you or your business, so it pays to make a good first impression. Being able to concisely articulate yourself and the value you create is a critical skill.
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Brands are a lot like people
Branding is an act of personification. Each brand has its own distinct personality—that’s what draws people in. You build relationships with the brands that resonate with you, whether they radiate wisdom, joy, boldness, or other attractive qualities. In the words of our founder, Jasmine Takanikos, “The most precious gift we can give someone is our self, and that is what people buy into.” Brands exude human qualities, making them feel like people.
“The most precious gift we can give someone is our self, and that is what people buy into.”
Research has shown that we all tend to prefer brands that mirror our own personalities and preferences. If you’re an energetic, motivated individual, you’re more likely to connect with a brand that shares your enthusiasm than one that projects an aura of calm introspection. Think about the brands you like and buy from again and again. You’ve come to expect a certain experience from them. There’s trust involved—almost as though they were a friend.
Consistent branding creates a foundation of trust. Think about your brand story, tonality, and visual style—are they all in alignment? A reliable story, uniform tone, and consistent visual style all build your credibility as a brand.
Industry begins from within
The nature of work is shifting, becoming more flexible and autonomous. Being able to articulate yourself and your value has never been more critical. Your personal brand is the shorthand through which you communicate your essence to others. Your audience might be potential customers, or it might be your coworkers and superiors. Whether you’re a freelancer, entrepreneur, or work in an organization, understanding and cultivating your personal brand is key.
For entrepreneurs, this kind of self-knowledge is especially critical: “The entrepreneur leading the business is the energy source, whether it’s a team of one hundred, or just you,” says Jasmine. If you’re an entrepreneur, you are what gives your business its vitality. Knowing your personal brand allows you to understand and nourish the connections between your brand, business, and body.
“The entrepreneur leading the business is the energy source, whether it’s a team of one hundred, or just you.”
But it’s just as important for people within organizations to know themselves deeply and be able to articulate their worth. Being able to explain what makes you valuable puts you at an advantage when it comes time to negotiate raises or promotions. Not only that, but self- knowledge allows you to understand how you work with others, leading to better team dynamics. Finally, understanding your role as an individual within an organization drives your motivation and sense of purpose.
Constant evolution
Since brand identity is so closely linked to personal identity, growth is essential. “I saw that people were struggling with deeply human issues around building a brand, such as shyness, exposure, fear, judgement, overconfidence, etc.,” says Jasmine. “The growth of all brands is never done and the growth of all people is never done: BrandHuman is that supportive code.”
“The growth of all brands is never done and the growth of all people is never done: BrandHuman is that supportive code.”
Brands aren’t static. Like people, they’re constantly growing and developing. This may seem like a contradiction—isn’t consistency what builds brand trust?
The truth is, consistency and growth aren’t incompatible. The goal of self-development isn’t to become someone else, it’s to become more yourself—the best version of you. In the same vein, developing your brand is a process of becoming more authentic, allowing you to always strive for the best version of your brand.
Becoming trustworthy
“A lot of marketers will encourage you to start your brand narrative before you have something real,” says Takanikos. “Trust that if you have the magic, it will build through people’s experience. In the BrandHuman methodology this is called the trust economy.”
“Trust that if you have the magic, it will build through people’s experience.”
Good things take time. Building trust with your audience takes months and years—not days and weeks. Have faith that if you’re doing good work, people will start to take notice. Like interest, trust compounds—one good review leads to more satisfied customers, a positive word-of-mouth recommendation leads to more interest in your work. Doing the work of discovering your brand identity, sustaining a consistent brand experience, and practicing continuous growth will reap rewards, even if they aren’t immediately apparent. Above all, trust the process.
Trust us
Nothing is more significant in the trust economy than your good reputation. Branding is the portal through which you cultivate trust with your audience, whether that’s your clients or your coworkers.
BrandHuman is a foundational methodology practice that can help you cultivate your brand and grow your audience’s trust. Contact us to find out more about events, workshops, and one-on-one coaching.