Branding is one of the most important aspects of your business. As a result, an effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does “branding” mean? How does it affect a small business like yours?
Simply put, your brand is your symbol or design that identifies and differentiates you or your product from other products. Thus, your brand is derived from who you are, who you want to be and who people perceive you to be.
The foundation of your brand is your logo. As a result, your website, packaging and promotional materials–all of which should integrate your logo–communicate your brand.
Defining Your Brand
Defining your brand can be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the questions below:
- 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?
Once you’ve defined your brand, how do you get the word out? Here are some strategies I will recommend.
- Get a great logo. Place it everywhere.
- 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.
- 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.
- Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand.
- 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.
- 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.
- Be consistent. I placed this point last only because it involves all of the above and is the most important tip I can give you. If you can’t do this, your attempts at establishing a brand will fail.
Contact me today and let’s discuss how I can help you sell. I will show you that I mean business!