In today’s world, where you can buy almost anything with a click or a tap, how do you make sure people choose your e-payment service over all the others that currently exist? The answer is branding, but not in the way you might think.
Branding is not just about having a cool logo or a catchy name. It is about what people feel when they use your service, and how you make their life easier or better. During a recent webinar organised by Verve, I shed some light on how important branding is, especially for e-payment companies, and it is simpler than you might think.
Imagine branding as the personality of your company. It is what people remember about you after they have used your service. It is built from many things like your logo, the colours you use, how your website looks, and your core messaging. All these things work together to make your customers feel a certain way about you.
To build a strong brand, you need to focus on a few key things:
Have a plan: Know what you want your brand to be known for. Is it quick service, safety, or maybe being super easy to use? Decide your Unique Value Proposition (UVP) and make it the heart of your plan.
Show who you are: Use your logo, website, and even the way you talk to show off your brand’s personality. Keep it consistent so people can recognise you easily.
Speak clearly: Tell people what makes you different and why they should choose you. Keep your message simple and true to what you stand for.
Be consistent: Use your brand style and message everywhere, all the time. This helps people remember and trust you.
Make it a great experience: Every time someone uses your service, make it smooth and enjoyable. This is often what people remember the most.
In the e-payment world, trust is everything. People need to feel safe using your service and be sure that their money is in good hands. This is where your branding can help. If you are known for being reliable and safe, people are more likely to choose you.
Take Apple as an example. They are big, not just because they make good products, but because they have built a brand that people feel connected to. They keep things simple, focus on making products easy and enjoyable to use, and have created a whole community around their brand. For example, the typical Apple user will defend their product over an Android, even though it does not make sense to them that they have to purchase their charger separately. That is brand loyalty. This did not happen by accident. It is all part of Apple’s branding strategy, and there is a lot we can learn from it. Apple has successfully created FOMO (Fear of Missing Out), which is why no matter how many times they increase their prices, people continue to queue up in front of the Apple outlets once a new product launches.
So, what is the big takeaway? Branding is about more than just looks. It is about the feeling people get from your service and making sure that feeling is a good one. It is about making sure people know why you are different and better. And most of all, it is about building trust. If you focus on the above, you will successfully build a brand that people love and trust.