Top Business Branding Tactics | How To Create A Timeless Brand In A Trend-Obsessed World
Top Business Branding Tactics | So, you want to launch a small business? Congratulations! However, you’re not alone — over six million businesses are started each year, making it vitally important that your business stands out in the crowd. No matter how innovative your service or product is, you have to make potential clients aware of it before you can turn it into a success. That’s where branding comes into play. The benefits of a strategically defined brand can bring are the same as when people fall in love. When your clients connect emotively — because they share the same values and beliefs of your business — it can boost sales and improve brand differentiation.
There are some myths out there about how important branding it is to success, how much work it takes, and the best ways to do it. But every business, from a fresh-faced startup to Nike, knows branding can make or break a product or service. When we talk about branding, we’re not talking just about how appealing your logo is. We’re talking about your entire business, what you stand for, what you’re about and what you believe in. Here are some guidelines for creating a strong brand that positions your small business clearly and effectively in your niche, and helps attract repeat business and referrals.
Be Authentic | Top Business Branding Tactics
A well-branded business has the ability to be recognized, earn loyalty, and define themselves within their market. However, your efforts to brand your small business won’t get far if you’re not being authentic. What sets your service or product apart from others in your industry? What makes you different and original? What about your business makes it the one that a potential client should choose? Don’t try to cast your brand as luxury if you serve price-conscious clients. Avoid being too “fun” if your target audience tends to be more serious.
Create A Voice To Accompany Your Message | Top Business Branding Tactics
It’s not just what you say, but how you say it. Your brand’s voice is the language, tone and rhythm that you use in all your communications. Not only does this voice deliver your message, but it also creates an overall image for your business that goes beyond the message itself and helps you stand out. In terms of messaging, reuse key phrases that are your unique selling points, whether they’re used in your brochure, on your website or in ads. Put your business slogan or tagline on everything — it’s your brand promise boiled down to a catchy, memorable phrase.
Keep Your Visual Identity Professional and Consistent | Top Business Branding Tactics
To build and maintain a strong brand, every element should be as good as your product or service and you must be consistent in presenting it. This includes not only your business name, logo, overall aesthetic design, products and services, but also includes your marketing materials, website, appearances at trade shows and conferences, content published on social networks, etc. 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.
Create A Logo And Design Scheme | Top Business Branding Tactics
It’s crucial that you have different ways to communicate your message to your potential clients, so you need to have both verbal and visual brand representations of your business. That means you need a logo and color scheme that complements your verbal message, and creates a cohesive presentation for your materials and website. This will boost brand recognition and it’s important to get it right the first time, because changing your name and logo can be tricky down the road. As the cornerstone of your brand, your logo and name should be easily recognizable and reflect the nature and tone of your business as well as appeal to your target audience.
Keep Your Promises | Top Business Branding Tactics
Although this may sound obvious, you’d be surprised how many entrepreneurs ruin relationships with their clients by failing to keep their promises. Happy clients who feel good about your business are your best source of referrals. At the end of the day, even the most outgoing and charming small business owner is not going to succeed in bringing clients back, unless the product or service they offer delivers and exceeds expectations. Don’t lose sight of your product – keep refining it, testing new offerings, and making sure you always put product first, not the money it brings in.