Your company is more than the people you employ or the goods and services that you offer. It's all based around your brand. For better or worse, the type of branding that you do defines the business and can determine how much success you have.
Strong, unique branding is important for many reasons, including the following:
- It reflects your company culture.
- It changes the way that potential customers perceive your company.
- It increases awareness of your goods and services.
- It can literally create sales, drive new business and influence growth.
- It sets you apart from the competition.
- It makes your company far more memorable to those who interact with it in some way, from buying a product to seeing a commercial.
- It helps to clarify why you stand apart from the crowd and what you offer that the competition does not.
- It helps people identify with your company and want to do business with you.
Branding is complex and sometimes it may feel like you're not getting the return that you want, but you have to look at the big picture. What image are you creating? How can that define your business? What impact is that going to have on both customer loyalty and new sales?
When you consider it from all of these different directions, it's obvious why you need to trademark your logos and other various aspects of your brand. This is what sets your company apart. Having someone else use the same branding can have a drastic, negative impact on your company. If this happens, make sure you know what legal steps you can take.