Branding your business is one of the most important pieces of business marketing. Whether you are starting from scratch or planning rebranding, there are some things you’ll want to consider when it comes to business branding. No matter the size of your business or your customer base, it’s essential to create a brilliant brand around your company, product or services.
By branding your business, you strategically place your business in a much better position to succeed in the long run. In this guide, we will cover the fundamentals of business branding, how to create a brand that reflects your values and attracts more customers. as well as how to build your business brand.
Defining Your Business
Before you start looking into the visual aspects of branding, you first need to consider defining your business. Defining your brand is like a journey of business self-discovery. This can be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the questions below:
- What is your company’s mission?
- What are the benefits and features of your products or services?
- What do your customers and prospects already think of your company?
- What qualities do you want them to associate with your company?
Do your research. Learn the needs, habits and desires of your current and prospective customers. And don’t rely on what you think they think. Know what they think about your business. Once you have all the information laid out, expert graphic designers and marketers can work on the branding of your business.
Designing your Brand
After you have defined your business, it’s time to work on designing your brand. This guide will give you details on how to design a brand. However, you will need the help of some marketers and graphic designers.
1. Create a Logo
From the definition of your business, a graphic designer can now create a logo that will be the face of your business. It is worthy of note that your logo will be presented on your website and print materials (business cards, stationary etc.).
2. Write down your Brand Message
Your brand message is what you use to communicate with your customers about your business. It conveys your products, services and what you provide to customers. Every employee should be aware of your business message.
3. Integrate your Brand
Branding extends to every aspect of your business, which means the way you answer your phones, what you or your salespeople wear, the way you sign off emails and so on.
4. Set the Tone
The tone of your business should be applied to all written communication and incorporated in the visual imagery of all materials, online and offline. The tone of your business is part of your branding and has to be appealing to your customer base.
5. Develop a Tagline
The essence of branding is to send a message to your customers, so you need to develop a catchy tagline to further convey your message. Write a memorable, meaningful and concise statement that captures the essence of your business. Your tagline needs to carry the same tone and be true to your brand message.
6. Brand Guidelines
One of the fundamentals of branding is consistency. Brand guidelines will contain information on the font, logo placement, texture, language, imagery, the tagline, the color scheme to use and so on.
7. Be true to your brand.
Branding is all about being true to your business. Customers won’t return to you or refer you to someone else if you don’t deliver on your brand promise. That means being consistent with your branding throughout every aspect of your business and remaining true to your company’s values.
Building a business brand can be one of the most significant things you can do for your new or existing business. A solid brand building process can transform your business from a small player into a successful competitor.
You’ll discover that your customers will develop a deeper level of trust for your brand, and be more likely to purchase what you are selling. Develop a consistent message and visual identity to reinforce your mission. Integrate your brand into every aspect of customer experience: from your storefront to your website, to your personal interactions.