The Importance of Branding and Marketing

A brand is the sum of people’s perception of a business. Creating a brand involves showcasing the company’s products and services in the best possible light and distinguishing it from the competition. Your brand should be built as a true representation of your company’s values and what your customers can expect from you.

There are many aspects that need to come together to create a memorable brand: advertising, customer service, promotional material, reputation and logo. If you can get all these elements to work together, you should be able to create a unique and attention-grabbing profile.

Why is Branding Important?

Creating a brand is essential if you want to survive in today’s business environment. Branding can change how people see your business, which can help drive new business and increase your presence in the marketplace.

Recognition – One of the most important reasons that branding is so vital is that this is how a company becomes known to consumers. Your logo serves as the face of the company, so should be professionally designed to be powerful and memorable, ensuring instant recognition to everyone who sees it. Think of some of the most popular companies in any field, and chances are that anyone could draw a passable impression of their logo from memory.

Increasing Business ValueHaving a recognizable brand can help increase your company’s value. An established business is seen as having more leverage in the marketplace, making it a more lucrative investment opportunity that a company that no-one has ever heard of. Therefore, a strong brand can almost guarantee better financial returns from the company’s efforts towards building said brand.

Generating New Customers – Strongly branded companies have less trouble drumming up new business than companies with little to no branding. Having a strong brand gives off the impression of stability and dependability, as well as a sense of familiarity. These all contribute consumers being more likely to do business with you, and in turn generate more referrals to new customers because of the familiarity and perceived dependability of using a name they trust. Once your brand has been well-established, you will find that word of mouth will be your best and most effective form of advertisement.

Improving Employee Pride and Satisfaction – Employees need more than just work. Most employees need something to work towards. Creating a strong brand can help your employees feel like they belong to something special and they are contributing to the mission of the company. Getting your employees to truly stand the brand will ensure better job satisfaction and more pride in their work. Working for a reputable brand makes working for that company more fulfilling and enjoyable. A simple way of creating this sense of belonging among your employees is to have them work out of a branded office and have company branded shirts or other promotional merchandise readily available to staff.

Creating Trust Within the Marketplace – A professional appearance and robust branding strategy will help the company to build a presence in the marketplace and instill trust in consumers, partners and potential stakeholders. People are more likely to do business with a company that has a polished and professional image. Having a strong brand goes a long way in giving the impression of being industry leaders and fostering trust in the general public towards the company, the products and services it offers, as well as the way the company and its staff handles its business.

Crafting a strong brand is only half of the process though. Now that you have created your company’s identity, it is now time to get your message out to the world. This is why marketing is so important in creating a strong brand.


Whether the goods and services your company offers are a necessity, a luxury or a bit of a novelty, you can’t rely on a one-time announcement or word of mouth to keep a steady stream of customers. You need to ensure that you are getting word out constantly that you have something exciting to offer. Even if you have a well-established brand, it is important to advertise new products and services to the masses. This can be done through TV and radio announcements, printed banners, billboards and the like. It is important to work with a professional company to make sure that your advertisements are well designed and effective. Sign Advocates are signage providers with over 30 years of experience in visual communication and can give you the edge you need to be sure that your brand stands out.

In an economy where businesses are closing down at a rapid pace, having a strong brand and robust marketing strategy is vital for a company to flourish. Shrewd use of regular ads, flyers, events and a dynamic website are invaluable to maintaining long-term investment in your brand, and attracting new customers to your business.

How to Market your Business on LinkedIn?

LinkedIn is among the world’s most popular business networks. With more than 500 million users worldwide, LinkedIn is an important platform to showcase your company, its skills, services and benefits. To optimize your online visibility, it is crucial to know when to publish your articles.

Content creation and sharing is essential on LinkedIn

Like all other forms of social networks, LinkedIn requires you to be active on its platform in order to increase your chances of being visible. As such, it is not enough to have a complete and excellent biography. You will also need to regularly create and share contents. This is all the more advantageous if you are exploiting a niche in which you can easily challenge the competition.

A biography of your company helps clients discover what you have to offer, while emphasizing your experience and know-how. The more relevant the biography, the more likely you are to attract potential clients and partners.

Speaking of content, it’s an effective way to get LinkedIn members interested in you and your skills, and also improve your visibility. Creating content regularly is a very effective way to distinguish yourself. In addition, you will always be able to share your expertise. The important thing is not to advertise, but to offer articles that serve as information, advice or guides.

Know when to publish content on LinkedIn

There are hundreds of LinkedIn publications that appear on users’ wall everyday. If you post articles at any time, it is possible for it to go unnoticed because it falls with other publication being published and streaming at that very same time. It is therefore crucial to know the right times to share your content.

For this to be possible, you will need to consider several points:

  1. The responsiveness of your audience
  2. The habits of your followers
  3. The time when most users are on LinkedIn

The responsiveness of your audience

The audience is the number of people who are interested in your business and activities. To effectively analyse this element, it is advisable to use Google Analytics to find out how long your audience is active online.

The habits of your followers

LinkedIn allows you to establish a professional network with the members of your choice. Thanks to this network, you offer yourself as a kind of entity that can follow news and in turn, also be able to follow members’ news. In this way, you will know their habits and the posts they share. You will then be able to publish content as well.

The time slots with the most users on LinkedIn

In fact, there is no specific time to publish on LinkedIn. In any case, there are periods of time when users of this social network are connected in large numbers. These moments happen before entering the office, from about 7:00 a. m. to 8:00 a. m., during the lunch break, from 10 a. m. to 11:00 a. m., and after work, from 5:00 p. m. to 6:00 p. m.

It is advisable to exploit the niches

Defining your target when you share it with others is a great help in achieving your goals. On the other hand, you can do better by trying to win new customers. In this case, the niches represent a significant market share. The less competition you face, the more likely you are to become a market leader. In fact, niche markets represent an area in which competition is not particularly fierce.

You will then be able to launch your marketing campaigns and reach new customers. The latter implies an increased turnover, which will place you among the major players in a defined market. During your marketing campaigns, you will have the perfect opportunity to address any audience, as long as you have the resources to implement sustainable collaboration.

The title of your articles is important on LinkedIn

When you publish articles on this professional social platform, it is crucial to come up with a relevant and compelling title. A powerful, interesting and focused title is enough to attract attention and encourage members to read what you have to say.

Your title must reflect the content of your post, while ensuring visibility of your publication. The best way is to follow the title formula of the type: Intended audience and the service or benefits you offer. Under these conditions, it is certain that your publication will be one of the most consulted on LinkedIn.

LinkedIn supports content marketing

Content marketing is about providing advice, information or guidance to Internet users. This approach is very practical to making your company and its skills known. With this kind of marketing on LinkedIn, you will safely and easily reach your target audiences.

Being a professional social network, LinkedIn will open doors to success during your content marketing campaigns. Indeed, the articles that attract members to this network relate to the same concept as this marketing strategy: no advertising, but useful information.

Being active on LinkedIn, while at the same time publishing articles will be of great use for the optimization, visibility and success of your company.