Of all marketing and promotions terms, perhaps one is viewed with the greatest skepticism or intrigue more than any other – namely, the concept of branding.
In essence, a company’s brand is its reputation and personality. Effective branding should cover all aspects of your firm, from the shop floor to the boardroom, and can encompass anything from your logo and maxim to your email communications or even how you answer the phone.
When done well, branding can positively impact your company and help drive new business while also establishing your position in the marketplace. Conversely, however, bad or ineffective branding will have a detrimental effect on your operations and might even push your firm out of business, so it’s vitally important you get it right.
The Art of Brand Building
In truth, discussing all aspects of a company’s branding would justify a book, rather than just a short article. There are many intricacies and aspects to effective branding (far too many to list here), however, as a short guide, you should consider the following when thinking about building your company brand.
Define Your Goods/Services and Work Out Your Target Audience
There’s little point trying to promote a company if you don’t first have a clear idea of the goods and services you’re going to offer – and, perhaps even more importantly, knowing the type of clients you’re hoping to attract.
Effective branding means knowing your audience – their age, their interests, their aspirations, and so on – and working out how best to pull them to your company so you can transform them into paying customers.
Often, writing a business plan will help you identify these key elements, while also having the added benefit of giving you a route map to work to. Armed with these key elements, you’ll be in a much better position to start devising a plan for your branding.
Pay for the Services of a Professional Logo Designer
While many people consider themselves to be at least a little artistic, you should hire a brand designer when it comes to the production of your logo. You should bear in mind, your logo will, in most cases, become what your clients first relate to and will likely become the front-facing identity of your firm. This is not the territory for taking chances, so you would be well-advised to enlist the services of a professional.
Also, you should think of a short company maxim that defines what you do. Both can be used across all your company promotions, from your website to your social channels, emails, letterheads, and so on.
Research the Competition and Try to Find a Unique Selling Point (USP)
Depending on the type of goods or services you intend to offer, you may find you’re entering an already crowded market, which will make it harder for your company to differentiate itself from your rivals. You should do as much research as possible to identify Unique Selling Points (USPs) that will help you stand out from the competition and uniquely position your firm as an attractive alternative.
Think About the Key Elements of Your Firm, So You Can Lend Personality
In many ways, you could consider a company’s brand as its personality, so you should try and find aspects of your firm that you can highlight positively, and that could give you a competitive edge over existing rivals.