Successful Branding | Beyond Logos And Slogans: What Your Brand Is Really All About
Successful Branding | There’s more to your brand essence than just your logo and a snappy slogan. Your brand is the entire sum of what you do, how you do it, what you excel at and the experience your clients have with you. It determines whether clients join your loyalty club and refer you to friends — or don’t bother with you again.
Which steps are you taking to brand your personal name or company name in a memorable way? Get smart about branding and you’ll quickly be on track to make your brand a household name! If you’re launching a new business, you need to resonate with your potential clients in order to be successful. Here’s a guide that’ll help you determine your brand, identify your audience and decide how to market your business.
Define your brand | Successful Branding
Identifying your brand starts when you decide exactly what you want to sell and why you want to sell that product. You have to take a look at your company as a potential client would. What do you think about your company? As we mentioned above, it is about the sum total of the experiences clients have with your business. This includes the visual elements of your business, but it also includes what you do, how you do it, what your client interactions are like, the type of information you share in your marketing and on social media, and so much more.
Identify your audience | Successful Branding
Who would be interested in your products or services? Test groups and focus groups can help you understand what clients think and feel about your company, and whether your products and services appeal to a certain demographic. Your small business can’t do everything; it probably can’t serve everyone either. Guitar stores serve certain musicians. Obstetricians serve expectant mothers. You need to know who your ideal clients are in order to offer what they need.
Stand out | Successful Branding
Standing out means being different. If your brand is going to be strong, you need to be able to pinpoint what it is that makes what you do unique. What differentiates you from others in your niche? Today, the one sure way to fail is to be mediocre. Your one chance for success is to be remarkable. With that in mind, you need to be aware of your strengths and your weaknesses. Learn how to accentuate the former and how to address the latter — or, even turn those weaknesses into positives.
Get your name and logo right | Successful Branding
Small business owners often think they can’t afford to hire a graphic designer for logos and business cards, but sometimes you can’t afford not to. This is key to brand recognition and it’s important to get it right the first time – changing your name and logo can be costly down the road. Your logo and name should be memorable and reflect the nature and tone of your business, as well as appeal to your target market.
Be reliable | Successful Branding
Letting your clients down by failing to live up to your own promises can be particularly harmful for small businesses that depend heavily on referrals. The foundation of brand loyalty lies in great service – a happy customer is a loyal customer. Brands that address a negative comment or situation with an explanation and solution have the potential to recover a relationship with that client. Make customer service a core value at all levels of your business, and become known as a brand that delivers a terrific experience. Your clients will reward you.
Be consistent | Successful Branding
A great way to make sure your unique brand message is delivered consistently across your business is to focus on how you and your employees interact and communicate with clients – be it in-person, on the phone, or on social media. Reuse key phrases that are your unique selling points, whether they’re used in your brochure, on your website or in ads. Put your company slogan or tagline on everything — it’s your brand promise boiled down to a catchy, memorable phrase.
If you have a colorful website, your logo and business cards should also be colorful. Tie in elements from your website or logo on your social media platforms. 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. The more consistent all of your branding is, the more people will begin to remember your brand.