Branding Guidelines | Essential Elements Your Company Should Consider: Branding, Identity and Logo

Branding Guidelines | Essential Elements Your Company Sho...

Branding Guidelines | Branding is one of the most important elements of your company when it comes to securing the goodwill and trust of your clients. It doesn’t matter how innovative your small business service or product is, you need to make potential clients aware of it before you can turn it into a success. Marketing is the method that most small business owners use to get word out about their products and services, but marketing isn’t just about putting a sales ad on a postcard and mailing it out to potential clients. Marketing is about branding your company so that potential clients have an idea of what to expect from you and your services, understand what sets you apart from competition and can identify your company out of a crowd of others in the industry.

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Start with your identity | Branding Guidelines

Examine the product or service your business offers, define the space in the market it occupies and research the emotive and rational needs and concerns of your clients. Your brand should promote your business, connect with your client base and differentiate you in the industry. The way you ‘position’ yourself in the market will determine how clients think about your company in relation to your competitors – are you price lead or quality driven? Whichever path you choose, this should be reflected in your marketing efforts, images and materials.

Branding Guidelines | Essential Elements Your Company Sho...

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Define your brand | Branding Guidelines

It’s vital to understand that your brand is much more than just your logo, services, or products. It is about the sum total of the experiences clients have when doing business with you. What sets your company apart from others in your niche? What makes you different and original? Find a simple, smooth and uncluttered way to convey these answers through your branding message.

Your brand does include the visual elements of your business, but it also includes what you do, how you do it, what your interactions are like with your clients, the type of information you share in your marketing materials and on social platforms. All these elements help create the trust and credibility you want for your business.

Create a voice to accompany your brand | Branding Guidelines

It’s not just what you say, but how you say it. Your corporate “voice” is the language, tone and rhythm that you use in all your communications. Not only does this voice deliver the core of your branding message, but it also creates an overall image for your company that extends past the message itself and makes you unique.

Get your logo right | Branding Guidelines

This is essential to brand recognition and it’s important to get it right the first time, because changing your name and logo can be costly down the road. Your logo and name should be easily recognizable and reflect the nature and tone of your business, as well as appeal to your target audience. It’s important to have different ways to convey your message and style to your potential clients, so you need to have both verbal and visual brand representations for your business. That means you need a logo and color scheme that complement your verbal message, and create a cohesive presentation for your materials and website.

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Branding Guidelines | Essential Elements Your Company Sho...

Display your brand consistently | Branding Guidelines

If you have a whimsical website, your logo, marketing materials, and business cards should also be whimsical. Tie in elements from your website or logo on your social media platforms. The more consistent all of your branding is, the easier people will remember your brand. Invest in a brand standards manual for your logo, and select colors to drive a consistent visual identity. Then stick with it. A simple set of guidelines will ensure that everyone (internally and externally) can apply your brand in a consistent manner. This is vital to make sure your potential clients develop a familiarity with, and trust of, your brand.

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Be remarkable | Branding Guidelines

Word of mouth is often a small businesses greatest lead generator, so having great products and services that people talk about is a critical part of your brand and why you are in business in the first place. Even the most outgoing and charming small business owner is not going to succeed in bringing clients back, unless the product or service they provide delivers and exceeds expectations.

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