The power of branding and how it can impact your business
Branding is an important part of a business. It may sound complicated, but branding is simply the way that consumers identify your company as different from other companies. In this blog post, we will discuss branding and how to make it work for you!
How does branding help you grow your business?
Branding can help your small business grow in a number of ways. First, branding creates identity and memorable experiences for customers to share with others through word-of-mouth advertising. Second, branding helps you stand out from the competition by creating an image that sets you apart in positive ways. Third, branding allows you to communicate who your company is, its values, and connect you to your audience.
Done right, this will have the effect of making your ideal customer realise that you could be the ideal product or service provider for them. Hence, you are more likely to attract their business, and therefore, you are more likely to be able to grow your business and reach your medium-term goals of attracting the right customers to generate longer-term income.
Creating the foundation of your brand:
One of the most important branding decisions you will make is developing a logo. Your company’s logo should be memorable, distinctive and appropriate for your target market. It can also help attract new customers by becoming recognisable after potential customers have been exposed to it long enough, for example, through social media channels, advertisements, or exhibitions. Be sure to stay consistent, and consistently use your logo on all of your branding materials.
The branding materials you should have, at a minimum, are a website that helps you gain trust, a business card (and potentially an e-business card nowadays), sales documentation, general ways of presenting information (e.g. flyers/brochures/posters) and an email footer. Remember again, to ensure that all branding materials include your logo, tagline (if you have one), colours and typeface (a fancy word for a font).
Creating a consistent brand:
It is important to ensure that all branding materials are cohesive with each other because consistency will make the branding process easier for consumers to understand. If you’re on a budget and looking to produce them yourself (and you don’t have design experience), check out Canva. If you truly care about how your business is perceived, it is worth consulting a design agency. For the sake of a small investment to an agency, it simply isn’t worth losing potential customers.
In addition, branding is about consistency. This means that when you are branding your business on different platforms (e.g. Facebook vs LinkedIn), ensure that your posts are recognisable as ‘yours’. Follow a similar style and theme on each one. This is especially important for small businesses because we don’t have multi-million-pound advertising budgets.
How to start building your brand today:
The branding process is a never-ending one, and it needs to be done in such a way that doesn’t confuse your customers. For example, if you’ve just started out on Twitter with an account for ‘XYZ business’, you need to have a strong brand theme developed. This includes your colours, typography and logo. It’s really worth investing time during this initial brand discovery phase of your journey. You need to know your business inside out and then compare that with your competition. Once you have done this, ask yourself these questions:
- Who is our ideal customer?
- How are we unique?
- What vibe are we looking to give off? (e.g. Friendly, corporate, expensive)
- Are we looking to be bold, or fit in with the existing industrial landscape?
Consider these four questions and then tie them together by asking, ‘Okay, so how do we communicate who we are in a way that our ideal customer would want to see?’ As we stated at the start, ‘branding is simply the way that consumers identify your company as different from other companies’. Consider your messaging, and start planning.
Book a free one-to-one appointment with an Identity Agency consultant by getting in touch. Just let us know a time, and a member of the team will be in touch with you very soon!