Memorable Branding | Does Your Brand Perception Match Your Brand Reality?
Memorable Branding | In a saturated market, where differentiation based on an offer and price is not sustainable, business owners are struggling to find a way to outperform their competitors and protect their brand. Even if products themselves are innovative, unique, or otherwise distinguishable from the competition, if the branding strategy is very similar to other companies, each will have a hard time standing out from the crowd.
Does your brand stand out? Whether it’s your logo, brand colors, voice, look and feel, use of language, sounds or other attributes – does it leave a strong impression? Good branding is part art, part science. Simply put, your brand is your promise to your target audience. It tells them what they can expect from your products and services, and it helps your offering stand out from the crowd. A strong brand conveys what your business does, how it does it, and at the same time, builds trust and credibility. How can a small business create a strong brand on a limited budget? Here are our top tips to help you get started.
Have Great Products | Memorable Branding
Some business owners stop focusing on building outstanding products and services when they become successful. This is a mistake. Even the strongest brand will suffer when it starts selling average or below average products or services. There is no quicker way to destroy your brand than by making promises to existing and potential clients that you don’t keep. Providing consistently great products and excellent customer service is one of the best types of marketing there is!
Have A Good Logo | Memorable Branding
A strong brand is easily recognizable, and recognition starts with the logo of your business. The logo will appear on your business cards, letterhead, website, social networks, promotional materials, products, and pretty much everywhere in print and online to identify your business or your products and services. As you think about your logo, keep your audience and products in mind because you want your logo to convey your brand and your company. A good logo builds trust and a strong logo will help to pull your brand together.
Differentiate Yourself From The Competition | Memorable Branding
Knowing what you do best and being able to communicate that to your target audience means knowing what you’re up against. With that in mind, you must be aware of your strengths and your weaknesses. Learn how to emphasize the former and how to address the latter — or, even turn those weaknesses into positives. What sets your brand apart and makes it unique? Which of your offering’s attributes is unmatched relative to its’ competitive set? What makes this element important to your core audience?
Come Up With A Brand Promise | Memorable Branding
The money is in your relationships. People refer business to those they can vouch for, those who they know, like, trust and will go the extra mile. Your brand promise is powerful. It’s the statement you make to your clients and target audience that lets them know what to expect every time they interact with you and your employees, products and services. Clients won’t return to you, or refer you to someone else if you don’t deliver on your brand promise. Need help defining your brand promise? Complete this sentence: “My clients do business with us because we’re the only one that…” The more specific the answer, the clearer your brand promise will be.
Be Consistent | Memorable Branding
Why should you care about brand consistency? You should care because brand consistency leads to familiarity, and familiarity leads to trust and loyalty. Having a strong brand identity enables clients to recognize you. Without recognition, there is no brand loyalty. Imagine every McDonald’s had a different name and logo. Many small businesses mistakenly change their messaging depending on their audience. For example, a company might take a more serious tone on their website but a very lighthearted tone on their Facebook fan page. This will only confuse your existing and potential clients.
Find Your Voice | Memorable Branding
What you say is important, but don’t ignore the way you say it. Your brand’s voice is the language and personality you and your employees will use to deliver your branding message and reach your customers. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Is your brand friendly? Be conversational. Is it ritzy? Be more formal.