Fundamental Branding Tips | The Business Owner’s Quick Guide To Building A Killer Brand Identity
Fundamental Branding Tips | Branding doesn’t have to be a difficult thing to do if you know who you are and how you want to be perceived by others. Yet quite often you might not be focused on your brand image, instead putting your attention on your products or services to lead you to new clients and grow your business. Yes, an effective brand strategy gives you a major edge in increasingly competitive markets, but what exactly does “branding” mean? How does it affect a small business like yours?
When you think about great branding, Coca Cola’s distinctive red and white lettering, Nike’s swoosh and Adidas’s three stripes likely come to mind. But as a small business, imagining the investment that’s gone into building these iconic brands can make the thought of undertaking your own branding process feel overwhelming. Discovering and reinforcing your company’s brand identity, however, isn’t as complicated as it may appear. To help you get started, here are some fundamental branding tips that will guide small business owners like you through the process of building a brand that thrives!
What Is Your Brand? | Fundamental Branding Tips
First, it’s vital to understand that your brand is much more than your logo, merchandising or products. This includes the visual elements of your business, but it also includes what you do, how you do it, how you engage your clients, the type of information you share in your marketing and throughout social networks. Where you decide to promote your business is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you convey both visually and verbally are part of your brand strategy, too.
Choose A Simple Branding Message | Fundamental Branding Tips
Defining your brand can be like a journey of business self-discovery. You need to be able to answer the question “Why should a potential client do business with you and not your competitors?” If you’re stumped about the answer, chances are so are your potential clients. What sets your business apart from others in your industry? What makes you different and original? Do your research. Learn the needs, habits and desires of your past and potential clients. And don’t rely on what you think they think. Know what they think.
Have Great Products And Services | Fundamental Branding Tips
Word of mouth is often a small businesses best lead generator, so having great products and services that people talk about is a vitally important part of your brand and why you are in business. 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 delivers and exceeds expectations. Some business owners stop focusing on building great products and services when they become successful. This is a mistake. Even a strong brand will suffer when it creates average or below average products or services.
Pay Attention To Your Brand’s Voice | Fundamental Branding Tips
What you say is important, sure, but so is 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 clients. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Successful brands speak with a unique, consistent voice after all. Think about the brands you admire – what makes them stand out in your mind? How do they communicate with you and other clients?
Have A Logo Professionally Designed | Fundamental Branding Tips
It’s not enough to have a memorable name. People oftentimes associate brands with their logos. This makes your logo the foundation of your brand. Your website, packaging and marketing materials, all of which should feature your logo, communicate your brand. As you think about your logo, keep your audience and products or services in mind because you want your logo to represent your business. This is essential to brand recognition and it’s important to get it right the first time, as changing your logo can be costly down the road.
Be Consistent | Fundamental Branding Tips
When building a brand identity, you’ll want to establish defined guidelines that cover the elements such as your logo, brand colors, brand-oriented words, fonts and typography, the voice used in your branded materials, and even imagery. Clearly define these graphic standards and stick to them in every advertising material and on all areas of your website to ensure consistency and reinforce your brand.