Business Branding Principles | How To Create A Brand And Find Your Voice: 6 Principles Of Branding
Business Branding Principles | The success of a product, service, entrepreneur, business, a company, or even a city is based on being perceived as unique. Look at any successful company and you’ll find they each have a distinct place in their client’s mind. Products are built in the factory, but brands are created in the mind. It’s much easier and more cost effective to get your brand design right the first time, rather than fix it later. However, this can be difficult to focus on when you’re just starting out.
Branding is just as essential for small businesses as it is for big names. You may think you don’t “do” branding, but then you will miss out on some of the best opportunities. People are so savvy today that they can see through most attempts by business owners to gloss, spin or charm their way to sales. Learn how to build your brand — and how that can help you boost your business, spark loyalty and become profitable.
Get Your Name And Logo Right | Business Branding Principles
The name of your business will appear on your business cards, letterhead, website, social media, promotional materials, products, and pretty much everywhere in print and online to identify your business or the products and services you’re promoting. Recognition starts with the name of your company. It is vital for brand recognition and it’s critical to get it right the first time, as changing your name and logo can be costly down the road. Your logo and name should be easily recognizable and convey the nature and tone of your business as well as appeal to your target audience.
Stand Out | Business Branding Principles
Having a differentiated, relevant product is crucial for business success. Distinctive branding starts out from clear brand positioning — knowing who the brand targets, what the competition is and how to beat it. If your brand is going to be strong, you have to be able to determine what it is that makes what you do unique. What makes you stand out from the crowd of others in your industry? It starts with your authenticity, the core purpose, vision, goals, position, values and character. Focus on what you do best and then convey your real strengths through all your branded materials.
Keep Your Promises | Business Branding Principles
In the end, it doesn’t matter what you tell people your brand is – your brand is the sum total of what you and your employees actually do on a daily basis. Brands that resonate strongly with clients are typically motivated by the desire to exceed expectations. Living up to your word not only builds brand loyalty, it also encourages word-of-mouth promotion. Give your clients a memorable experience, and they’ll turn into repeat clients – and even send their friends your way!
Start A Dialogue | Business Branding Principles
Sure, you talk to clients when they come in, call or email. That’s a conversation. But conversations end. Dialogues are ongoing. Old-fashioned marketing involves a one-way flow of information from brand to clients. Today’s savvy business owners open the door for two-way communication through digital platforms and interactive experiences that help clients bond with the brand, and even influence the products and services they favor.
Find Your Voice | Business Branding Principles
A brand is not a name, logo, website, ad campaigns or a PR stunt; those are only the tools not the brand. A brand is a desirable idea conveyed through products, services, people, places and experiences. What you say does count, but don’t ignore the way you say it. Your company’s “voice” is the language and personality you and your employees will use to communicate your branding message and reach your potential clients. Try to speak to your clients with a consistent tone of voice. It will help boost the business’s character and clarify its offering so your clients are aware exactly what to expect from the product or service.
Be Consistent | Business Branding Principles
Actively building your brand requires consistency. You have to repeatedly send the same messages, use the same visual elements and deliver the same positive outcomes for your audience. Develop graphic standards and stick to them in every advertising material and on all areas of your website. This might include a style of photography or a particular color palette, but creating a set of definitive ‘brand guidelines’ will allow you to maintain a consistent approach to branding and messaging — don’t go printing business cards without brand guidelines in place.