Creating a brand if done correctly can improve your business image, build trust within the sector and can help to attract new customers. Most importantly it will allow you to define the company’s vision, and goals. Branding is who you are, and what you promise your customers will experience from using your service/product. Strong branding creates referrals and can show that you are the best in class at what you do; no one else does it better.
Consider whether your branding relates to your target audience; for example if you are selling bespoke suits to adults you are likely to use a different type of branding to that which would be used if you were branding a clothing line to sell to the skateboarding community.
If you are unsure how to create a strong brand it would be beneficial to conduct research on your competitors and review their marketing material to understand how their brand works. This will allow you to understand what works well and what doesn’t. This information can be used to help create your own unique brand. Another thing to do is to conduct a survey asking friends, family and business owners how they view your brand, and how it could be improved. Based on the feedback you will be able make the relevant changes to the style, design, logo of your brand.
Your brand will usually be made up of a number of components:
1. Logo: a symbol, emblem or design made up of text and/or images to identify your business brand i.e. Apple’s bitten Apple logo.
2. Website: this platform can be used to promote your business and can contain a combination of information, images and multiple media relating to your business.
3. Business cards: contains key information about your business name, address, location and contact details.
4. Social media: a scaled down version of a website where you can engage with users, share content such as text, images and video. A good example of this is Facebook, Twitter, and Instagram.
5. Flyers/ Banners: can promote your business or product.
When creating each of the above remember first impressions last, so try to make that first customer experience of your business brand be a good one which leaves a lasting footprint. Ensure that you create a professional, consistent and effective brand across all of your marketing materials.
Good examples of effective branding can be seen across many industry sectors. For example the clothing brand “Nike” took an ordinary recognisable symbol (tick) and placed this on their products. That symbol is now synonymous with a customer perception that when they buy the product they are buying a reliable and quality product trusted by many.
A company’s brand should be more than just a logo or a design, it should be a combination of different elements of your brand, and should encompass the businesses ethos or core values. For example a business is known for its blue and yellow design and for providing sterling customer service, which goes above and beyond expectation of the customer. It can also aid with building customer loyalty and relationships.
It is important to implement branding in the early stages of your business as it will take time to grow and develop and may change over time. Most importantly the main purpose of building a brand is to allow your products and services to be noticed, build relationships, and to establish your business within the market place.
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By contrast, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business.