Brand identity or branding is the most important aspect of any business large or small. If image is everything, then the image of your business has to be right. The way your business or product is branded will play a vital role in its success or failure.
A brand is not just a logo but represents your business ethics, personality, values and tone of voice. It creates customer loyalty and market positioning.
If you are a start-up or a growing business, it is normal to be branded as such. The positive of this is that you are fresh and enthusiastic. The negative is that customers are less likely to do business with a company that has little experience and credibility. You need to appear as an established business and create customer loyalty through your brand values.
A good starting point is your target audience. If you know your target audience well you can appeal to them, but if you don’t you might offend them or put them off. You may have a few target audiences, but try to consider your key audience.
Next you need to think about what it is that you wish to communicate to them. What are your brand values? What do you want your brand to say about your business and how do you communicate it? A good way to communicate your brand values is graphically through your brand style, through your logo, your business or product name, your typography and your sales tone of voice. Getting your brand values clear in your head from the start will give you a greater understanding of how you wish to be perceived. It is best to get it right first time and save yourself time and money in the long run.
Communicating your brand message to your employees and future employees is also essential. Mixed messages can create confusion and a lack of direction. People that work for you represent your business and products. Make sure all of your staff understands your brand values and key messages. Suppliers are also good promoters for your brand as they spread the word about your service and style of business.
The design element of your brand is something you should take very seriously. Once you have a style it has to be consistently implemented in all your marketing materials. Everything from your stationery suite, office signage, direct mail, brochures, advertising, email signatures, PowerPoint presentations and website should have the same look and feel, spreading the same message. Many businesses don’t adhere to this rule and end up with five or six variations on their logo. This causes dilution of their brand and confuses their customer. By not following the consistency rule you project unorganised business ethic. You need to be able to reassure your customers and simplicity is the key. Your messages may be complex, but the way you communicate them needs to be simple and consistent.
When building your business, it is also important that you build your brand recognition. Making use of branded products and fun freebies such as pens, calendars, mouse mats, mugs and stress balls can go a long way to strengthen your brand in people’s minds. Your company logo will be the most recognisable feature of your business. Take advantage of the benefits that promotional gifts can offer you.
You don't have to be a genius at branding to succeed. It is simply well structured communication, presented in a simple way to your target audience. If you would like to discuss this further please
call us for a free consultation.