Branding your business is one of the most important things you can do to stand out from the rest. You will never see the most effective marketing material for a major brand go out without it signature branding. Think of the red, white, and blue globe of Pepsi, or the golden arches for McDonald’s. Even if you don’t see the name when you see the logo itself you think of that brand. That is exactly what you want to do for your business.
So what is branding exactly?
It’s not just a perfectly designed logo. It’s an extension of you. Your branding tells your customer what they can expect from your business. Your logo, website, packaging, and promotional material should all be relaying the same message every time. This one aspect of consistency goes a long way at building trust in your company.
Now that you know you need to brand your business, the first thing you need to do is sit down. Yes, I said sit down. Some companies rush into developing their brand, but if you slow down and ask yourself a few questions it will go a long way.
- 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?
You have a good working map of your brand, now it’s time to implement your ideas.
- Get a great logo.
Put it on everything. All of your social media accounts, website, and marketing should have this logo.
- Brand messaging.
What is the key messages you want to communicate about your brand? Every person affiliated with your company should be saying the same thing. There shouldn’t be any confusion about what you do or who you are as a company.
- Integrate your brand.
Branding extends to every aspect of your business. From your voicemail message to your email signature, every aspect should be promoting your brand.
- Be true to your brand.
If you say you are about one thing, but show you are about something else, you will turn customers off and they won’t return to you. Make a true brand and stand on your promises.
- Be consistent.
No matter what you choose to do or how you choose to do it, you have to stay consistent. The only way to build trust in your brand is to do what you say you are going to do, every time. No amount of branding will cover up for inconsistency.