BRANDING

Branding For Your Business

Kerry Schultz, Owner, Click Kreative

22 March 2016

What exactly does “branding” mean? How do you go about it and how does it affect a small business like yours?

To put it simply, your brand differentiates your business from your competitors. It is symbolic of what you promise to your customer and it is derived from who you are, what your company does and the experience you want your customers to have and at the same time establishes trust and credibility. It tells people what they can expect from you, your products or services.

Branding is one of the critical aspects of launching any business, of any size, retail or B2B. An effective brand strategy gives you a competitive edge in whatever industry you are in. 

We believe there are two major steps to building an effective brand for your business. Defining your brand and developing a brand development strategy.

Branding is not ‘just’ having a cool logo.

Project photo courtesy of Click Kreative

STEP ONE: DEFINING YOUR BRAND

The first step and one of the most important aspects of any business. Defining your brand can be likened to a journey of self discovery. It can be uncomfortable, difficult and for most business owners this phase can be time consuming.

The foundation of your brand is your logo but it’s not just that. Your website, packaging and promotional materials should be uniform in nature, integrating your logo and company colours to communicate your brand.

Your brand is derived from who you are, who you want to be and who people perceive you to be.

At the very least, defining your brand requires you to dig deep and answer some very specific questions such as:

  • What is your USP (Unique Selling Proposition)?
  • What is your company’s mission?
  • What are the benefits and features of your products or services?
  • What thoughts do your customers and prospects currently think of your company?
  • What qualities do you want them to associate with your company in future?
  • What are the key values you want to communicate about your brand?

Following on from this journey of self discovery, it’s time to make it something tangible:

• GET A GREAT LOGO: Yes, it’s true this is the foundation of your brand. Place it on everything!

• KEY VALUES: Every piece of marketing material and contact with your customers should have this underlying message.

• DEVELOP A TAGLINE:  A meaningful, concise statement that captures the essence of your brand. This should be one sentence that shoots an arrow straight to heart of your customer.

• VOICE: Create the voice of your brand. Is your brand friendly & conversational or is it ritzy & formal? The voice of your brand should be applied to everything you put out into the marketplace.

• STYLE SHEET: Create brand standards for your company. This is the colour scheme, logo placement & fonts for everything you produce. Use this when you create templates & marketing materials. It defines the overall look and feel of your brand. Be consistent with this. 

• INTEGRATION. 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, signage, everything.

 

Your brand is the single most important investment you can make in your business.

Steve Forbes.

Brainstorming is another great way to nut out your brand.

Photograph by Lorem Ipsum via Unsplash

STEP TWO: BRAND DEVELOPMENT STRATEGY (GETTING THE WORD OUT)

Once you’ve defined your brand, how will you get the word out? In your brand development strategy you can map out the specific of how you want to communicate your brand out in the marketplace. The great thing about having a brand development strategy is that you can share this with your employees and contractors so it is very clear to them how you expect your company to be portrayed in their dealings with the public.

• MARKETING MATERIALS. Place it everywhere. The foundation of your brand is your logo. Your website, packaging and promotional materials–all of which should integrate your logo–communicate your brand.

• BRAND VALUES. What are the key values you want to communicate about your brand? Every employee should be aware of your brand attributes and every piece of marketing material and contact with your customers should have this underlying message.

• PUBLIC CONTACT. 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.

• PUBLIC IMAGE: Create a “voice” for your company that reflects your brand. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Is your brand friendly? Be conversational. Is it ritzy? Be more formal. You get the gist.

• STATIONERY: Design templates and create brand standards for your marketing materials. Use the same colour scheme, logo placement, look and feel throughout. You don’t need to be fancy, just consistent.

• DELIVER: 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.

• FOLLOW UP: 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.

Want new articles before they get published?
Subscribe to our Awesome Newsletter.

Free Instagram Overlays-PNK

JOIN THE LEGENDS LIST TO DOWNLOAD YOUR 6 FREE INSTAGRAM OVERLAYS

We promise to only send you un-spammy emails filled with tips to help you grow your business!

You have Successfully Subscribed!

JOIN THE LEGENDS LIST TO DOWNLOAD YOUR FREEFACEBOOK PLANNER

We promise to only send you un-spammy emails filled with tips to help you grow your business!

You have Successfully Subscribed!

Share This