Branding is an important element of any business as it identifies you to your audience and differentiates you from others in the same market.
But what is a business brand and how do you come up with one that accurately defines what your business is and what it stands for?
Defining your brand requires you to go on a journey of business self-discovery, which can be difficult and time-consuming. At the very least you need to answer the following questions:
- What is your company’s mission?
- What are the benefits and features of your products or services?
- What do your customers and prospects already think of your company?
- What qualities do you want them to associate with your company?
Those questions might be difficult to answer, but doing so will give you valuable insights into your company which will help with your wider marketing strategy.
Translate these ideas into a brand…
However, once you have your answers, the hard work really begins to translate those ideas into a brand.
It may help to think of your brand as a person. What colours do they wear? Are they smart or casual? Are they an innovative maverick or the solid, dependable one?
This translation is probably the hardest part of defining a brand, so it’s a good idea to enlist expert graphic design help to create a logo which reflects your business and will be at the heart of your branding strategy.
But don’t just hand over responsibility – remain involved in the process to ensure your designer is working along the right lines to create something that represents your business.
From your logo, you can go on to identify a colour palette, fonts and even tone of voice which will make up your overall branding identity.
Getting your brand recognised…
Once you have identified and designed your brand, it’s important to get it out there and noticed by the right people.
Try these suggestions…
- Use your logo everywhere. Include it in all stationery, online communications and anywhere else you can think of. Spread it far and wide.
- Write down your brand message. Be clear about what it is your brand stands for and make sure all your staff are aware of your brand attributes.
- Integrate your brand. Your brand is not confined to the visual aspects of your business. Think about how you and your staff answer the phones, what you all wear when you are representing the company, even your email signature. Everything should be in keeping with your brand.
- Create a “voice” for your company. Does your business use a formal tone, or are you more relaxed and friendly. This voice should then be applied to all written communications and in the visual imagery.
- Get a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand.
- Design templates and brand guidelines for marketing materials. Use your brand’s colour scheme, fonts, logo, voice and a consistent look and feel throughout.
- Be true to your brand. Customers will think twice about doing business with you again if you don’t live up to what your brand promises.
- Most importantly, BE CONSISTENT. This is the key point that sums up all of the above and is really what having a brand is all about.
Get branding help...
Plan B Marketing can help you with creating a brand for a new business, or giving your brand a makeover.
Give me a call for a chat about how I can help, or drop me an email and I’ll get back to you as soon as possible.