Think of every company you know, more than likely you can name their logo—the color, the shape, what it represents. That is what good branding looks like, but branding your company doesn’t happen overnight. Getting the right look, lets your customers know you are professional and trustworthy. It is who you are and who you want to be. So let’s get into it.
No. 1 Strategy. Think about who you are talking to and what you want to say? Try to picture your client in your mind, write a whole profile to fit them. Think about where they might see your logo? These starting points are the building blocks of substantial brand equity. Being associated with a particular feeling, luxury or type of personality is how you secure a market and brand loyalty.
It is important not to try and replicate another big brands; you aren’t them. Revel in the independent market; you can decide what ethos you align yourself and your business with. Being authentic isn’t just a trend, it is a way to reach out to people who are looking for an alternative to big corporations.
No. 2 Define the Lines. So now you have the basics down, it is time to get a little clearer. You’re going to need the following things to nail your branding.
- A logo – on everything
- A Branding Message – what is it you want to say to your customers? Make sure it is easy to understand, all of your future employees will need to be aware of what the brand stands for.
- Get yourself a tagline. Write a short and snappy statement that is both meaningful and memorable.
- Design. Templates and branding standards are a must. Make a note of the colours you’ve used, logo placements, size and feel. Consistency is key.
- Spread the word. When you answer the phone, write an email, send letters include your brand in there.
- Make a note of everywhere your logo will be, and the sizes you will need it. Places like Facebook and Twitter have both a small square and a more substantial cover photo, perfect for getting your tagline on.
No. 3 Be Fluid. It is no longer enough to pop your logo on everything and hope it takes off without much work from you. Recognize that customers run your business too, by treating them as intelligent beings and engaging with them, you will foster a feeling of familiarity. With that familiarity comes the natural part of human nature—they want to share what they have found. Allow people to find out more about your brand, by having all of your social platforms and website linked up. With a little bit more information to find.
You are in a unique position; you can be flexible, innovative and push the boundaries of how and where you communicate with your customers. Being as hands-on as you are will allow you to see first hand what is and isn’t working and make changes there and then.
You and your brand are one in the same. Stick to your beliefs, speak to your customers, aim to build long-term relationships, be true to your brand and your message will shine through.
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