Business Branding Guidelines | What Does Your Brand Say About You? 6 Fundamentals Of Successful Branding
Business Branding Guidelines | Branding is one of the most vital aspects of any business, large or small, retail or business-to-business. But what exactly does branding mean? If you think it’s just designing a logo, you are in for a rude awakening. It’s one thing to have a logo designed and to print your first set of business cards, but actively building your brand? That’s something completely different.
Your brand is the entire sum of what your business is all about, what you excel at and the experience your clients have doing business with you. It determines whether your clients join the loyalty club and refer you to their friends and family — or don’t bother with you ever again. How can a small business develop a strong brand without breaking the bank? Here are some of the most effective tips to help you get started.
Choose A Simple Branding Message | Business Branding Guidelines
What sets your business apart from others in your niche? What makes you different and unique? What about your company makes it the one that a potential client should choose? Take your time to think about it. Are you the innovative maverick? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? You can’t be both at the same time, and you can’t be all things to everyone. Need help defining your brand message? Complete this sentence: “My clients do business with us because we’re the only one that…” The more specific the answer, the more effective your brand will be.
Know Your Target Audience | Business Branding Guidelines
Your clients may skew toward certain demographic or socioeconomic groups. They may share a similar problem, interest or need. Your brand has to be able to connect with these people. They’re your target audience, the potential clients you specifically aim to serve. Do your research. Learn the needs, habits and desires of your existing and prospective clients. And don’t rely on what you think they think. Know what they think.
Get Your Name And Logo Right | Business Branding Guidelines
This is vital to brand recognition and it’s crucial to get it right the first time, simply because changing your name and logo can be a tricky task down the road. Your company’s name should be easily recognizable and memorable, as well as appeal to your ideal client. While you’re designing your logo, keep your audience and products/services in mind as well, because you want your logo to convey the nature of your brand. A good logo builds trust and will help to pull your brand together.
Create A Voice For Your Company That Reflects Your Brand | Business Branding Guidelines
What you say is important, but don’t forget the importance of the way you say it. Your company’s “voice” is the language and personality you and your employees will use to deliver your branding message and engage your clients. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, both online and off. In terms of messaging, reuse the most important phrases that communicate your unique selling points, whether they’re used in a brochure, on your website or in social media. Include your tagline on everything — it’s your brand promise boiled down to a catchy, memorable phrase.
Design Templates And Create Brand Standards For Your Marketing Materials | Business Branding Guidelines
Keep all your marketing materials consistent by using the same shades of color, same font, same logo, same messages, and even same imagery for everything from stationery, your website and social media, to the printed marketing materials to reinforce your brand. From business cards and logo to email newsletters and brick-and-mortar signage, all of your communications and sales materials have to look, feel and sound like they come from the same source.
Grow Your community | Business Branding Guidelines
A successful brand is one that is trusted and respected by its clients – building a strong community online and off can help you accomplish this. Many of the world’s best brands, including Facebook, Google, Virgin, Amazon, and Skype, spend modest sums on marketing and instead, focus on building and improving their communities. Remember that your community – your business partners, clients, followers, and fans – are a crucial part of your brand. 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 brand and business.