Why branding matters 

“A brand is essentially a container for a customer’s complete experience with the product or company.”

Sergio Zyman, Former Chief Marketing Officer, Coca-Cola

Why does branding matter? 

At Burleigh Print & Design we believe branding is more than just a logo. It’s a combination of design, personality and language that is used to shape your customer’s perception of your business. It’s not just how your business looks, it’s how it feels, it’s an experience. 

If you have a great product or service you may be asking ‘why does branding matter’? 

As a business owner or manager, nobody knows your offerings better than you, but you need to communicate the value of your products or services to your target audience. 

Successful branding will help your business create value, connect with your target audience and share the story behind your business. It’s the key to getting your business noticed, both online and offline. It’s how you can connect with your target audience on an emotional level. 

As your products and services come and go, your branding remains and builds your brand identity. Great branding can help your business: 

  • Stand out from the competition.
  • Create brand recognition. 
  • Increase customer loyalty and retention.
  • Build the story behind your business.
  • Increase trust and credibility.
  • Boost the perceived value of your product or service. 
  • Inspire customers to buy. 
  • Connect with your customers emotionally.
  • Excite team advocacy.

What do businesses with strong branding have in common? 

Businesses with strong branding have a few things in common. Their branding is consistent and cohesive. They deliver a well-rounded message to their target audience and connect with their customers emotionally.  

A business with strong branding has a clearly defined mission statement which translates into a strong focus on their target audience. They know their values and beliefs and have a clear understanding of their brand’s personality. They have a consistent voice and they know their competition. 

What is brand identity?

Put simply, brand identity is what your target audience sees. It’s the visual and sensory aspects that help identify your brand and help you stand out from your competition. 

Components of brand identity include your business name, logo, colour palette, typography, tagline, graphic elements, imagery, packaging and messaging. When consistent, your brand identity will evoke positive emotions from your target audience and develop trust and recognition. It will inspire your target audience to buy your product or use your service. 

A powerful brand identity is:

  • Memorable.
  • Consistent.
  • Authentic.
  • Flexible.
  • Adaptable.
  • Timeless.

How to nail your branding and create a strong brand identity

The first and most important step to creating strong branding and a powerful brand identity is research and strategy. You need to have a clear understanding of your competition, your target audience, positioning and your businesses’ goals, visions, strengths and weaknesses. 

Once you have these facts, it’s time to create a branding strategy, a plan that gives you a clear direction and outlines how you will shape your target audience’s perception of your business. 

How can Burleigh Print & Design help elevate your brand?

Once you have a brand strategy, it’s time to start building (or reshaping) your brand identity. 

At Burleigh Print & Design we’re a Gold Coast print and creative design studio who can help you elevate your business with design, photography and print that resonates with your brand identity and connects emotionally with your target audience. 


With 15 years’ experience as creative directors, working internationally, we have the knowledge and graphic design skills to help your business stand out from the crowd and build a strong visual identity. 

We offer graphic design, editorial design, logo design and visual brand identity services. 


Our in-house photographers have a wealth of knowledge and industry experience. Imagery is key to reinforcing your brand’s personality and building a strong brand identity. We offer commercial and brand photography, product photography, food photography and specialised photography services for a wide range of industries. 


Let us help shape your audience’s perception of your brand and keep your branding consistent with our high quality Gold Coast printing services. 

With a keen eye for detail and years of industry experience, we print business stationery, business cards, brochures and flyers, posters, signage, sticker and label printing, booklets and magazines, event stationery, postcards and vouchers as well as custom work and apparel. 

Contact us today! 

Want more information about our Gold Coast printing, design, and photography services? 

Find out how we can help your branding stand out from the competition, contact us online, call 07 5520 0655 or email lee@burleighprint.com.au




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