The most important aspect of any business is branding. It helps your business stand out from the others and showcases your strengths to your customers. It tells them what to expect from your products and services even before they walk in through the door. Branding is a one-time exercise and, once established, gives your brand a firm footing in the market. For this reason, it is also important to get it right the first time. Branding seeps into everything your business does, from visiting cards to takeaway bags.
Here’s what you need to do to build a business brand:
Build a strong brand strategy
Your brand strategy comprises the total gamut of communication, including what your messaging is, to whom you are communicating with, how and when. The first step is to identify the target audience for your brand and arrive at the avenues through which you will communicate with them. From reaching the target audience through billboards to social media, your communication needs to be consistent, focused and relevant to your audience.
Develop a great logo
The brand logo will help others identify your brand with the product or service. Start by picking the right font. Choose casual, creative or elegant fonts to represent what your brand stands for. Next, pick the colours. Studies say 80% of customers felt that colours increase brand recognition. Every colour depicts a certain emotion. For example, red communicates youthfulness and excitement, and orange communicates friendliness and confidence. Keep in mind what your company wants to communicate and pick a colour accordingly. You can hire consultants to develop this aspect of your brand strategy. You can also use an affordable collateral-free business loan to cover branding costs, as logo development and other activities are usually costly.
Showcase your brand message
The brand message or tagline needs to resonate with the values of your brand. After all, it is a form of direct communication between the brand and its target audience, and so, it needs to strike a note with the audience. The brand message should sync with your firm’s identity and personality. It should be memorable and say why your brand is the best in the industry.
Additional read: How to set up your own trading business
Integrate your brand in every aspect of your business
Your branding should extend to every aspect of your business. From visiting cards to stationery and the interiors of your office, branding should unite all the elements of your business. It is important to keep this in focus and ensure that all the new marketing material that you develop is in sync with your branding strategy. Maintaining a consistent brand image is the only way your business can develop recall value with your customers.
Follow these principles to build a strong brand that differentiates your business and creates a favourable impression on your audience.
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