Branding is simply the consistent means by which you communicate the services, products and ideals of your business.
It's the thing that allows customers to remember you despite their daily exposure to thousands of competing marketing messages. Most small business owners believe that creating a brand is just for large corporations....
They would be wrong!
Branding has the power to determine a business' success. And like it or not... Your business already has a brand and it has been determined by your audience. But it's never too late to tweak or move your brand in a new direction!
Here are a few simple steps to help mold your branding strategy.
1. Analyze your competition. Choose a path that positions you as a leader in your field. If you're trying to be everything to everybody, chances are you won't get noticed. Choose an unique niche and remember the power of being viewed as an expert. This will allow you to charge more money and also to position your business at a higher perceived level.
2. Your logo is not your brand. Your logo is the face of the your brand image. It's the first thing that your customer identifies your Company with. Keep in mind that certain colors, symbols and fonts convey different emotional aspects. Make sure they are in line with what your company offers but also different enough from your competitors. And as every professional designer knows... less is more.
3. Know your product or service and what your business stands for. - Your business should be a reflection of your personal values. - What are your strengths and weaknesses? - How are you different from your competitors? - Know your products and services inside and out. - Nothing hurts your branding more than making a statement that you can't back up.
4. Know your audience. Great branding begins with your audience. Your brand should be determined by their values, wants, needs and lifestyles.
5. Whatever you do - BE CONSISTENT. Always use the same logo, colors, slogans, website, business cards and statements - IN EVERY ASPECT OF YOUR BUSINESS. If all these branding elements are in place, your customer and potential customers should start easily recognizing your brand. Over time, it should be your goal to have them recognize your brand..... subconsciously!
6. Branding is also about you and your employees. Your employees are the critical link between your company and your customer. Encourage your employees to become ambassadors of the company brand. They must project the brand identity of their organization's products through their everyday work behavior.
