There are few aspects of starting a business which can be as daunting as creating a strong, effective brand for your company. Getting it right is crucially important. We can help you extensively with your branding and are on hand to provide advice to all our clients. Below are ten handy tips on how to successfully implement branding for your business.
1. Start by defining your brand. Review the product or service your business offers, pinpoint the space in the market it occupies and research the emotive and rational needs and concerns of your customers. Your brand character should promote your business, connect with your customer base and differentiate you in the market.
2. When building your brand, think of it as a person.
Every one of us is an individual whose character is made up of stories, beliefs, values and purposes that define who we are and who we connect with. Our personality determines how we behave in different situations, how we dress and what we say. Of course for people it’s intuitive and it’s rare that you even consider what your own character is, but when you’re building a brand it’s vital to have that understanding.
3. Consider what is driving your business.
What does it believe in, what is its purpose and who are its brand heroes. These things can help establish your emotive brand positioning and inform the identity and character for brand communications.
4. One of your branding goals should be to build long-term relationships with your customers.
Don’t dress up your offering and raise expectations that result in broken promises, create trust with honest branding — be clear who your company is and be true to the values that drive it every day.
5. Your brand should always speak to your customers with a consistent tone of voice.
It will help reinforce the business’s character and clarify its offering so customers are aware exactly what to expect from the product or service.
6. However, don’t be obsessed with consistency, repeating the same message in the same way over and over again.
Alternatively, aim to make your key messages work together to build a coherent identity.
7. If you are a small business, don’t try to mimic the look of chains or big brands.
Try and carve out your own distinctive identity. There is a big consumer trend towards independent establishments, and several chains are in fact trying to mimic an independent feel to capture some of that market. Truly independent operators can leverage their status to attract customers who are looking for something more original and authentic, that aligns with how feel about themselves.
8. Be innovative, bold and daring – stand for something you believe in.
Big brands are encumbered by large layers of bureaucracy, preventing them from being flexible and reacting to the ever-changing needs of their customers. Those layers of decision-makers can make it hard for them to be daring with their branding.
9. Always consider your branding when communicating to your customer base, especially when doing offers.
Don’t lose your pride or dilute your brand positioning with indiscriminate discounting. Try offering more, rather than slashing prices. Promotions are an opportunity to reinforce your brand mission.
10.The old way of doing things was to simply stamp your logo on everything that sits still long enough.
The future of branding is fluid and engaging — respect your customers’ intelligence by not giving everything away up front. Generate some intrigue and allow them to unearth more about your brand for themselves. This is the way to foster ambassadors who revel in telling other people what they have discovered.
(Source Marketing Doughnut)
Tips for branding your small business, Type One Creative design agency, Caversham, Berkshire