Clever Branding Tips | A Quick-Start Guide To Creating A Big Brand For Your Small Business
Clever Branding Tips | What’s your company’s brand? If you think it’s just your logo, you are in for a rude awakening. While your logo definitely is a big part of it, there’s so much more to building a memorable brand. A brand refers to the overall experience that a client has with your business and the product or service you’re providing. Your brand essentially covers everything from your company’s name, sign or symbol, to your marketing materials, both online and off, and is an important tool for attracting and retaining loyal clients.
A good brand communicates what your business does, how it does it, and at the same time, builds trust and credibility. Apple and Zappos, for example, are two brands that have created unique brand identities for themselves, which consumers not only recognize but enjoy doing business with and are invested, thanks to a clever brand strategy. Small businesses can replicate this through these simple steps.
Start With A Stellar Name And Logo | Clever Branding Tips
This is vitally important to brand recognition and it’s crucial you get it right the first time, because changing your name and revamping the logo can be costly later on. The logo and name of your business should be easily recognizable and able to convey the nature and tone of your business, as well as appeal to your target audience. Take McDonald’s, for example. Who doesn’t recognize the golden arches? When your potential clients hear the name of your business, or see your logo, they should be able to instantly identify your company, products and services.
Choose A Simple Branding Message | Clever Branding Tips
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 differentiates you from others in your particular niche or area? What makes you different and original? What about your company makes it the one that a potential client should choose? Do your research. Learn the needs, habits and desires of your current and potential clients. And don’t rely on what you think they think. Know what they think.
Create A Voice For Your Brand | Clever Branding Tips
What you say is important, but don’t forget 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 means that you need to have a consistent tone when you are communicating with people. Not sure what this voice should be? Look at other brands. What do they do that you’d like to do similarly? How do they greet and engage with you?
Keep It Consistent | Clever Branding Tips
It’s important to have many different ways to communicate your message to your potential clients, so you need to have both verbal and visual brand representations for your business. In other words, in addition to creating a voice for your business, you need to keep all marketing consistent which means using the same shade of color, same font, same logo, same messages, same images, from your including stationery and your website, to social profiles and brochures to build familiarity.
Why should you care about brand consistency? You should care because brand consistency leads to familiarity, and familiarity is a critical factor for building trust. Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company’s products or services.
Create A Dialogue with Your Clients | Clever Branding Tips
Realize that you’re not in control of your brand. That’s right; you only set the direction for your brand. Your actual brand image is shaped by your target audience and clients. Branding isn’t a one shot deal; it’s an on-going marketing effort combined with research and conversation. Sure, you talk to your clients when they come in, call or email. That’s a conversation. But conversations end. Dialogues are ongoing. If you’re not tapping into those conversations with your target audience, how do you know what their real impression of you is?
Do As You Say | Clever Branding Tips
Ultimately, 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 every day. At the end of the day, your brand isn’t a mission statement engraved on a plaque that hangs on your office wall, it’s what you do. Letting your clients down by failing to live up to your own promises and brand standards can be especially harmful for small businesses that depend heavily on word of mouth marketing. The foundation of brand loyalty lies in great service – a happy client is a loyal client.