The Importance of Branding

How Branding Can Establish Your Business IdentityTo your customers, your branding is what makes your company or small business unique.  Even if said company consists of two guys in a basement somewhere, it’s extremely important to project a strong façade. It might sound a bit clichéd, but image really is everything. 

After all, every single marketing attempt that your business ever makes will fall completely flat if a person who saw one of your ads cannot remember who you are or what you do the next time he/she encounters your product or service.

If you have never put very much thought into building a branding scheme for your business, service or organization, you should really start right this second. Here are a few suggestions to help you as you begin to set your sights on establishing a solid brand:

  1. Choose a name that actually relates to what you do or make. It’s easy to get swept up with the notion that you have to have to create a name that is “cool” (case study:  every cutesy web 2.0 name ever). Really, what you want to focus on is making sure that the name you pick is a: memorable and b: gives at least some suggestion of what your company does.
  2. Cultivate a Personality. Whether or not you agree with Citizens United, every good brand projects a unique voice. Think about it; Home Depot is stalwart and dependable,  Apple is a clean and intelligent aesthete, the list goes on. You want to make sure that the persona your brand is sending into the world is consistent with your business’ goals, target demographic and overall marketing strategy. Any voice is fine, just be sure that it is used consistently and is memorable. It can even be a little annoying (just look at Progressive’s Flo), as long as potential buyers remember it.
  3. Make the investment in having a quality logo created (and then use it).  An icon is far more recognizable than a slogan at a glance, and sometimes all you get for a chance at recognition is a split second. A good logo is simple, memorable, and unique to your business and its brand. Use this logo on EVERYTHING your business puts out.  It is like your signature on each item you release into the world.
  4. Don’t just ignore the aspects of your marketing efforts that aren’t working.  Really, pay attention when you receive feedback on your brand, logo, or other marketing material.  Analyze why it is that certain facets aren’t working and make revisions as necessary. If your brand cannot adapt and adapt well, it won’t be around for very long.
  5.  Consistency, Consistency, Consistency. Your logo, slogan, website, print material, etc. are not your brand in and of themselves; just portions of it. Your brand should be adaptable; capable of evolution with your business’ shifting priorities; but above all consistent. Deliver your message uniformly throughout everything your business produces. People like to see stability and unity in the brands that they choose, so make sure that whatever your business crafts its brand into, it is reflected throughout every last shred of marketing material. 

For more information on creating a great brand for your business, contact us today!

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