Brands aren't just for large companies—they can make small businesses
stand out from the crowd. Understand the components of your brand and how to
use them effectively in your marketing and communications.
According to marketing guru Seth Godin, “A brand is a set
of expectations, memories, stories and relationships that together, account for
a consumer's decision to choose one service over another.“
Effective branding will clearly
deliver your message, confirm
your credibility, connect to your target
market and motivate your buyer.
What makes up a brand?
A brand is made up of a logo, name, message and positioning. A brand is often called a business’
“identity”, but branding is really the personification of the core business and its values, not only what it looks like.
When customers connect with you it’s because they share the same values and
beliefs that your brand projects.
Successful brands and
businesses must be relevant to consumers, unique in relation to the
competition and credible. Effective branding leads to higher sales and better
differentiation from your competition.
Tips for Building Your Brand
1. Define Your
Brand
Think about the products or services your business
offers, pinpoint the space in the market it occupies and the emotional and
rational needs of your potential customers. Your brand character should connect
with your target market and differentiate your business.
2.
Professionally
Designed Logo
A robust, professionally designed logo can be the
foundation of your brand and the lasting visual depiction of your firm. A good
graphic designer can interpret your brand's strategy and create a unique,
professional look for your business. Your brand should emphasize your key
differentiators and help you communicate, in a visual image, what sets you
apart.
3.
Be Unique
Your brand should be distinct from your
competitors, with its own personality and unique characteristics. Consider hiring an experienced graphic
designer who can help you create a distinctive, professional look for your
business.
4.
Positioning
Positioning is the conceptual place you want to own
in the target customer’s mind. It is one of the most important elements of
branding. Try to establish yourself in a specific place within the hearts and
minds of your potential customers. Look carefully at the positioning of your
competition.
5.
Strong Tag
Line and Messaging
The corporate tag line is an often overlooked and
under-appreciated part of a brand’s marketing message. A strong tag line should
be around three to six words that really highlight the core product or service
and benefit your business provides in some way that sticks in a customer's
mind.
Common Branding Mistakes
1. Not Identifying with Your Target Audience
Know your target well and
be sure your brand can easily connect with and attract them.
2. Inconsistency
Managing your brand is vital. Make sure everything
is consistent, from the fonts and colors to your messaging. Don’t let your
prospects become confused about who you are and what you offer.
Incorporate your brand into your marketing
consistently. Make sure that no matter
where your business is seen (web site, brochure, ads, emails, product packaging, social media, etc.) your
customers and prospect experiences the same, high-quality branding. Establishing a constant, recognizable brand for your business is
crucial to capturing and keeping clients.
