Having a solid brand is essential for any business - it defines who you are, what you do, why you do it and what people associate with your company.
What your brand is
Your branding represents how people can perceive everything about your business, from its customer service, it’s general image, right the way through to reputation. Having a good solid brand can increase your business value, have a positive impact on your workforce giving them more vision and direction. It is also key in bringing in new customers.
Identify your buyer persona – who are your customers, what do they do, where do they go? Once you understand that, tailor your message to suit each one individually. Keep your core message clear and defined – you might know what you do, but do your customers?
It’s not all about the logo…
A brand is much more than just your logo, however it is often the first thing a potential customer will see so it’s important to get it right. If you stop and think about the world’s leading brands, logos are instantly recognisable and create instant impact. It is vital that if you are thinking of changing your image, you ensure you come up with a solid brief that fully explains your ethos and direction.
Consistency is key
Your brand should come across consistently in everything you do – whether it’s colour, font, or the language you use. A strong advertising strategy plays a key part in supporting your brand. So, whether you place an advert online or in a paper, or if you’re looking for visually impactful banners and posters - be sure to have a clearly defined message that supports your core values.
Tell a story
Strong branding makes an impression in people’s minds to ensure that they buy from you. It is important to remember you are selling your business story and your values. Start with the why, and the rest will follow.