Established companies need clear branding too

Marketing for Established Businesses

February 07, 20243 min read

"Clear brand messaging is not just a requirement for startups or emerging companies; it's equally essential for established companies to maintain their competitive edge."
- Sarah George

Watch the video here or if you are a reader, keep scrolling.

Clear brand messaging is important no matter what stage your business is in.

What is the Purpose of Branding?

Branding falls in the realm of marketing because it's part of promotion. Branding is what people perceive about you as a business or organization. You have control over what you are promoting and how you want people to perceive your brand. Clear brand messaging acts as a guiding beacon, ensuring that a company's values, offerings, and unique differentiators are effectively communicated to its target audience.

Reinforce Brand Identity

Companies and organization that have been around for a while have already established their presence in the market, and customers associate them with certain qualities, values, and products or services.

However, without a clear messaging strategy, the true purpose of the business can become diluted or misunderstood over time. By articulating a clear brand message, mature companies can reinforce their brand identity and ensure that it remains consistent across all communication channels.

This consistency helps build trust and loyalty among customers, as they can rely on the brand to deliver what they expect. It also gives staff and advocates one clear message to tell.

Stand Out Among the Competition

You've beaten out the competition to get to where you are today. But as new businesses are formed in your market, competition can become fierce. Clear brand messaging allows mature companies to differentiate themselves from their competitors by highlighting their unique selling propositions (USPs) and key advantages – what is the thing you do that customers love you for?

By effectively communicating why your ideal clients should choose your services over others, you position yourself as the preferred choice in the market. A compelling brand message can captivate customers, create emotional connections, and ultimately lead to sales.

Competition graph

Credit: Alex Goodwin

Client Wants Change

Consumer preferences and market trends change over time. Mature companies need to adapt and stay relevant to meet the evolving needs of their target audience. Clear brand messaging enables companies to stay in touch with these changes and effectively communicate how they are meeting new customer demands.

By aligning their brand message with consumer preferences, mature companies can demonstrate their understanding of customer needs and position themselves as industry leaders in meeting those needs.

One caveat: be sure that your message and values align with your clients' wants and values.

Engaging Employees and Stakeholders

Brand messaging is not just for external communication; it plays a vital role in internal alignment and engagement. For seasoned companies, having a clear brand message ensures that employees and stakeholders understand the company's values, mission, and vision. This clarity helps foster a sense of purpose, unity, and pride among employees, leading to improved morale, productivity, and overall company performance.

Conclusion: Clear brand messaging is not just a requirement for startups or emerging companies; it's equally essential for established companies to maintain their competitive edge. As a mature company, you can ensure continued success in the market by reinforcing brand identity, defining what makes you stand out, connecting with evolving consumer preferences, and engaging employees and stakeholders. Investing in clear brand messaging is an investment in long-term growth, customer loyalty, and market leadership for mature companies ready to thrive in the ever-changing business landscape.

I use a proven brand clarity framework that will lead to easy marketing and higher engagement. Let's connect about your business. Book a discovery call, and we'll see if brand clarity is something 'this old business' needs.

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