Branding your business? Here’s how.
Branding your business is so much more than having a logo or a website, it’s a complete set of values, ideas, emotions paired with imagery (logo, fonts, etc.) and copy (what you say when you write it down). Sounds a bit complicated, right? It can be but today you’re going to get a crash course in branding your business.
What you need to do:
Branding your business starts with creating a value driven concept paired with a mission and vision for who you are, why you exist and what problem you are solving. Let’s take a closer look at what you need to do to accomplish this.
Step 1: Define Your Brand Message. If you don’t know who you are and where you are going, then you can’t expect other people to get behind you. When defining your brand, it’s important to do a little research and spend some time answering these questions:
- What is your company’s mission?
- What are the benefits and features of your products or services?
- What do your customers and prospects already think of your company?
- What qualities do you want them to associate with your company? (Entrepreneur)
Step 2: Create Your Brand Image. Again, take your time to develop this and get it right. Re-branding is hard work especially after you’ve started your business and getting clients. It’s best to have a great brand right out the gate. Some things to consider:
- Get a great logo. Place it everywhere.
- Integrate your brand. Branding extends to every aspect of your business–how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything.
- Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don’t need to be fancy, just consistent. (Entrepreneur)
Step 3: Words and Actions Matter. After you figure out the imagary to represent your and who you are, now it’s time to put that into action. Every great brand using the same short phrases in their marketing efforts, communication, etc. because when it comes down to it, once you choose, don’t change. Be consistent.
- Write down your brand messaging. What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes.
- Create a “voice” for your company that reflects your brand. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Is your brand friendly? Be conversational. Is it ritzy? Be more formal. You get the gist.
- Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand.
- Be true to your brand. Customers won’t return to you–or refer you to someone else–if you don’t deliver on your brand promise.(Entrepreneur)
When it comes to branding your business you must be consistent. Businesses large and small need great branding and if you should not take the time to do this right, your attempts as establishing and maintaining a quality relationship with your customers/clients will flounder. It’s a hard truth to accept, take it from me, I spent years trying to figure it out but when I did, boy it made a difference.
If you’re looking for help branding your business, give us a shout and we’ll give you a free consultation.