Why Branding Makes Sense for All Businesses
Nowadays, before anyone schedules a meeting with you, visits your restaurant, buys your products, engages in your services, lends you money, or invests in your new or existing venture, they will Google you. In this internet and social-media driven world, how you make people feel about you, your products, or services can build or break your business. The perceived image and emotional response of potential customers to your company should be leveraged for growth, drive sales, establish credibility, and positively impact your bottom line. In other words, it’s all about branding.
Branding refers to the elements that constitute the image; ethos; character; the voice of your company; and consequently, its products or services. This extends to everything that you communicate visually and verbally. Arguably, the foundation of your brand is your logo, which may be defined as the central, uniquely identifiable, visual element that attracts customers and help them to single out and remember your company. It is an excellent business tactic; therefore, approach the task of branding your company and the products or services being offered to customers very seriously. The following are 4 key concepts to take onboard when considering how to effectively brand your business:
Communication: You communicate your brand through total integration of your logo into the presentation of your website (e.g. On-boarding and landing pages), stationery, signage, packaging and promotional materials, established dress code - especially sales staff, and even your email signature. In fact, some experts say that your whole company is your brand these days.
Consistency: Ensure consistency across all areas of your business. That means the graphic elements, copy, and any type of content being targeted at your ideal buyer persona must all be part of the same concept. Standing out in the crowd is crucial to promote your brand. If different parts of your business deliver different messages, the subsequent confusion will cost your business.
Cohesiveness: In order for all elements of your visual, verbal, and written communication to share the same message with your clients, it is crucial to create an identity that can be integrated into every aspect of your business operations. This identity would include your choice of color palettes, iconography, typography, product packaging, and environment design. They symbolize the overall feel and tone of your company. Getting these right means aligning your company’s persona, products, and services with the preferences and personalities of your intended customers whether they are interacting with your business at a physical location or online. Everything needs to work together to enhance their brand experience with your company.
Credibility: Making wild or outrageous promises about your brand that bears no resemblance to the reality of your product or service delivery is detrimental to the sustainable growth of your company. Be true to your brand. Do not disappoint your customers. They have the power to directly affect your customer base—especially through the internet and social media platforms readily available at their fingertips.
Lastly, it is advisable—and highly desirable—to invest time, effort, and resources in branding your business professionally and properly from its inception if possible. Re-branding can be a very expensive exercise. Your chance of having an authentic brand that grows your business, influence clients and impacts your bottom line will be greater.
