It is common when talking about building a business to hear
a lot about branding or building your brand. Great, but what does that mean? The
first thing you probably think of is creating a great logo. Your logo is a big
part of branding, but there is so much more to building your business than just
having a cool logo. Branding is about making your business and its products
stand out in significant and personal ways.
A great brand considers the following:
Branding is your passion
A major part of branding is being able to answer the
question, “why did you create your business?” In other words, what is the story
behind your product? By sharing your passion, you are building a brand that is
honest and forthcoming. That is a great way to show your audience who you are
and why your business deserves their business.
Take the time to think about why you started your business.
What motivated you to create your product? Are you solving a problem, or did
you create something new that you wanted to share? Once you know the answer,
share it.
Branding is about creating emotional connections. By sharing
the passion behind your business, you are drawing customers in and creating
those connections. Your passion is what will set you apart from bigger
companies with bigger brands.
Branding is your purpose
Now that your customers know why you started your business,
it is time to answer the question, “what are you trying to accomplish?” A great
way to help customers understand your purpose, or end goal, is to come up with
a mission statement that states exactly what you are trying to achieve.
Start thinking of your own statement, your anchor statement.
Don’t rush this step. It is vital to your business and your ability to connect
with your customers. Think hard about what your product or service offers. What
qualities do you want people to think of when they hear your business name?
This aspect of branding can have the power to deter customers or make them
fiercely loyal to your brand. The entire essence of your brand will be summed
up in one or two sentences, so make it count.
Branding is your connection to your customers
The most important part of building your brand is
connecting with your customers. In order to build a strong brand, you need to
create strong relationships with your target market. This means giving them
exactly what they expect from your business. Don’t promise great quality or
great customer service if you do not have it. If you say you have great
customer service, you better have great customer service.
Make the effort to get to know your target market. The more
you learn about them, the more you can cater your business to them and their
needs. The better your relationship with your customers the more likely they
are to endorse you, which will only help build your brand credibility.
Branding is your logo
While it is true that branding is about more than your logo,
it is still very important to have a good one. You can build your brand all you
want, but if it is not recognizable at a glance, you still have some work to
do. Top-quality brands are instantly known by their logo alone. Just looking at
Nike’s swoosh evokes feelings of determination and athleticism.
Designing an impressive, thought-provoking logo is very
important to branding and shouldn’t be skimped on. When beginning your design,
keep in mind that your logo will go on every piece of paper, every account, and
every card that represents your business. Spend a little extra money to hire a
designer to create the perfect logo that embodies your business and what you
stand for. Well-thought-out logos create emotion that resonates with your
target market and draws it to your business.
Branding is your company culture
A good brand should go beyond just dealing with customers.
Your passion and purpose should all be a part of your company culture. You want
an environment that personifies your products and mission. If someone walks
into your office, he or she should immediately see your brand everywhere. He or
she should feel it when interacting with one of your employees.
When growing your business, hire those who will represent
your brand in the best way. Every employee should know your brand values and
your mission statement. You and your employees are your brand’s biggest
advocate, so take it seriously.
Conclusion
Your brand can be the most important tool when it comes to
helping your business grow. Don’t be discouraged if your brand doesn’t take off
at first. Building a brand takes time and effort. It could be months before you
see the results of your labor. The important thing is to continually develop
your brand. If you do this, the results will come and your business will grow.
If you need help building, re-framing or growing your brand,
contact the experts at SK Consulting.
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