Defining A Brand
Defining your brand is like a journey of business self-discovery.
It can be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the questions below:
• Write down your company’s mission
• The benefits and features of your products and/or services?
• What do your customers and prospects already think of your company?
• Qualities you want them to associate with your company?
Spend time in doing some research. Learn the needs, habits and desires of your current as well as your prospective customers. And don’t rely on what you think they think. But know what they really think. Besides, defining your brand and developing a brand strategy can be complex. Consider leveraging the expertise of a nonprofit small-business advisory group or a Small Business Development Centre. Once you’ve defined your brand, next is to get the word out. Here are a few simple, time-tested tips:
Get a great logo
Place it everywhere, online and physical environment.
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, equally important on how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything.
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.
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 over complicate, 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.
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.
Are you ready to get your branding right? Talk to us today.