Branding Explained | The Science Of Building A Brand That Stands Out, Attracts Clients, And Grows Your Business
Branding Explained | Engaging new clients is vital for the success of any business. While it may seem like it comes easy to big corporations who have already established their brands, small business owners can also continually generate interest in their products and services. What steps are you taking to brand your personal name or company name in a memorable and appealing way? Get smart about branding and you’ll quickly be on your way to making your brand a household name!
Many small business owners mistakenly believe that branding is simply about slapping up a well-designed logo on their website and then waiting around as the clients start rushing in. Here’s the truth of the matter: building a brand takes far more than having a logo designed. While your logo might be a part of it, there’s so much more to a strong brand. Let’s look at what it takes to brand your small business the right way so you can set yourself up for success.
Clearly Define Your Brand Promise | Branding Explained
Your brand promise is incredibly important. It’s the statement you make to your potential clients and target audience that lets them know what to expect every time they engage or do business with you and your employees. Your existing clients may skew toward certain demographic or socioeconomic groups. They probably have a particular problem, interest or need in common. Your brand needs to connect with these people. Do your research. Learn the needs, habits and desires of your existing and potential clients. And don’t rely on what you think they think. Know what they think.
Keep Your Promises | Branding Explained
Although this may sound like and obvious advice, you’d be surprised how many small business owners tarnish relationships with their clients by failing to keep their promises. Happy clients who feel good about your business are your best source of referrals. Even the most outgoing and charming small business owner is never going to succeed in bringing clients back, unless the product or service they offer meets and exceeds expectations. Don’t lose sight of your product – keep refining it, testing new offerings, and making sure you always put product first, not the money it brings in.
Find Your Voice | Branding Explained
What you say is important, but don’t forget the way you say it. Your brand’s voice is the language, tone, and personality you and your employees will use to communicate your branding message and engage potential clients. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. However, just because the attitude and tone have to be consistent, it doesn’t necessarily mean that the wording always has to be the same. Your business, and your brand, should not be robotic. It has to be organic so that your messages are natural and coherent, not mechanical.
Set Up Design Guidelines | Branding Explained
Having branding guidelines defined well in advance can save you and your team tons of time when designing new collateral and marketing materials. From business cards and logo to email newsletters and brick-and-mortar signage, all of your printed communications and sales materials should look, feel and sound like they come from the same source. Design templates and define your brand standards for each marketing item. Use the same color scheme, logo placement, look and feel throughout for the sake of consistency.
Your Community Is Important | Branding Explained
Remember that your community – your followers, clients, and business partners – are a vital element of your branding. Your brand appeals to them, and they are a reflection of that brand. That’s why it’s important to build a strong relationship with your community, as they will be able to help spread the word about your products, services, and your brand. For example, you can build online communities on Twitter, Facebook, your small business blog, on Instagram, or on other social networks. Just keep in mind that you can’t be in all places at once. Pick one or two places where you can focus building your community, and invest your time and resources there.
It’s Easier Than You Think | Branding Explained
Branding is an effective way to enable your business to stand out from the crowd and discover how to best speak to your potential clients and win their trust. At the beginning of establishing and building your brand, you might have to do a little homework. Once you get going, though, it gets easier, more routine and more instinctive — as long as you know your market, trust your intuition, maintain consistency and be yourself.