Whenever I am explaining branding to someone, I love to use this simple exercise. I ask them to name me every brand of toothpaste they can think of in ten seconds. And go!
Usually by the time I get to 10, they can come up with two brands, Colgate and Crest. But then, I ask a follow up question. “What toothpaste do you use if you have sensitive teeth?” And the answer is usually immediate, “Sensodyne.”
And that is a perfect example of branding. Because Crest and Colgate both offer toothpaste for sensitive teeth. But Sensodyne has branded itself so well over the years as the go-to toothpaste for sensitive teeth that it allows them to own this slice of the toothpaste industry.
They realized that branding is something a business needs before it even begins to formulate a marketing plan. You need to take some time, look at your product like a consumer, and come up with a Unique Selling Proposition (USP). What makes you stand out? How are you different from your competition? Why should someone buy your product? If you are unable to answer these questions, how can you expect a customer to?
And this isn’t just about a simple logo or a tagline either. This is about creating an emotional and strategic connection with your customers. For example, ninety percent of customers feel they need to trust a brand before buying from them. Eighty seven percent of customers say they are willing to spend more money with a brand they are loyal to.1
With this being such a strong connection you are creating, you have to remain mindful of remaining consistent with your messaging. One mistake you can make is thinking that branding becomes less important the longer you are in business. You need to maintain your brand’s foothold in the market because thirty three percent of businesses report brand consistency increases revenue by twenty percent or more.1
So as you are working on your goals and marketing strategies for 2026, make sure you know what your brand is and how you are relaying that to your customers. Because branding isn’t a “like to have” in marketing. It is a strategic necessity for any business to be successful.