Many people have misconceptions surrounding branding. Often, branding is oversimplified to just be a colour scheme or a logo, but it’s actually more complicated and significant than that.

Branding plays a significant role in a business’s success. And so, it’s essential to understand the importance of branding for a business and learn how to use it to your advantage. In this article, we will cover the basics of branding that every small business owner should know.

What Is Branding?

Branding can be complex. But to make it a little more simple, a brand is any feature that makes a product or service identifiable. This could include the brand name, slogans, colour scheme, and symbols. But aside from aesthetics, it also has to deal with a brand’s personality, values, tone, and messaging. Branding is essentially the process of building an identity for your brand.

To understand this topic more, let’s take a look at some of the more famous brands. For example, some identifiable features that make people easily recognise any Nike output include its famous tagline, “Just Do It”, and the simple swoosh logo. But aside from these tangible elements, Nike also differentiates itself from its competitors by its mission to focus on innovation and performance. This is best demonstrated when looking at the different products they have developed throughout the years.

Another good example is Disney. In terms of aesthetics, Disney is best identifiable through its iconic font and logo. However, it also goes beyond that. Other symbols, such as the many classic Disney characters, also represent the brand, and its identity is easy to pinpoint. Disney, as a brand, produces wholesome, family-friendly content grounded on good morals and values. The brand also has an air of whimsy, with its famous amusement parks labelled the “happiest place on earth.”

How Branding Helps Generate Sales

Now that we have a better understanding of branding, we can discuss how it affects a company’s sales and growth. The central role of branding in a company’s success is to help the business stand out from its competitors. 

When a brand becomes more recognisable, it allows people to trust it more. This is why having a recognisable and trustworthy brand gives people more reason to choose your brand over your competitors. 

Keep in mind that with branding, you can either send the right or wrong signals to your target market. And if you build a strong brand, you can even widen your reach and attract more customers to your business, translating to more sales and growth opportunities!

How to Build Your Brand

The best way to build your brand is to start by developing a solid brand strategy. Without a strategy, you run the risk of poorly executing your branding and appearing inconsistent. Branding is all about consistency, as you would want to send the right messages to your target audience and avoid confusing them. 

It’s also best to create brand guidelines to help you stay consistent. In terms of aesthetics, this could include consistently using the same font and colours in your marketing materials. The brand guideline could also cover your brand’s tone of voice and personality when speaking to your target audience.


Branding goes beyond just a logo and a name. It helps a business stand out from its competition and gives prospective customers a reason to choose them. By building a strong and recognisable brand, you can widen your reach and attract more customers to your business!

Build your brand with the help of Kiin Agency. We are a full-service digital agency that offers brand development services for Sydney’s parenting, lifestyle, and start-up space. By combining strategy, creative thinking, design, tech, and media, we help brands thrive in an increasingly complex landscape. Contact us today to get started!