What is a brand and why is branding important?
Some entrepreneurs may believe that the word brand is reserved for big businesses and corporations, while others could believe that brand is defined as a name, symbol or design that identifies your goods and services. The truth is even small businesses need to think about their brand. Your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors’. Your brand is derived from who you are, who you want to be and who people perceive you to be. Who you are should be based to some extent on who your target customers want and need you to be, focus on the benefits of using your business. Think about which of the benefits are emotional – the most powerful brands tap into emotions. A strong brand is fundamental to your business, and must resonate with your existing and potential clients.
Including a branding strategy in your marketing plan is crucial. Why? Because it personifies your business, delivers your message clearly, increases your credibility, motivates your clients, and creates loyalty. Branding allows you to take a strong stance within your niche market. Don’t you want your business to be recognised as the best? Applied correctly, your brand can help you achieve that.
How to apply your brand
The foundation of your brand is your logo. It’s not enough to have a recognizable name. People commonly associate brands with the brand’s logo. As you think about your logo, keep your audience and products/services in mind because you want your logo to reflect your company. A good logo builds trust and a strong logo will help to pull your brand together. Your brand lives in everyday interactions with your customers, the images you share, the messages you post on your website, the content of your marketing materials, and in your posts on social networks. Basically, it should appear on everything you are using to promote your business.
Ensuring your brand is consistent throughout all your outreach tools encourages your target audience to select you over the competition. It’s simple: good branding frames your business as the best solution for their needs.
Other areas to check are things such as are the phones answered consistently? Do you have the same feel to all of your written materials? Does it all match your brand personality?
Your brand is your voice
Your brand is the voice of your business. It is something people will recognize, something your target audience will relate to. Your brand is more than a symbol; it conveys emotion or tells a story. Branding is not just graphics and words, it is the bridge toward your business. International brands have successfully paved their way as pillars by using their brand as symbols and offering constant visual repetition, over and over again. With branding, these companies are also offering an experience, one that relates to their business. A strong brand communicates what your company does, how it does it, and at the same time, establishes trust and credibility. Remember, It’s about applying your values to everything you do, clearly and consistently.
Brand is one of the most important aspects to your business so you need to get it right. Allocate time to really make your brand as good as your business. What tips can you share about building your own brand? What has worked well for your business? Please leave a comment below.
*Article as shown in the Smiths Falls HomeTown News.