Branding is an essential element in any Marketing strategy for any business in any industry. Your brand defines your company by encapsulating who you are, what you offer and what differentiates you from the competition.
Ask anyone to provide you with an example of a successful brand and you’ll hear the likes of Apple, Coca Cola and Microsoft. Branding isn’t monopolised by the big corporations as small businesses can also build a successful brand, here’s some guidance on how to build a brand from scratch.
Consistency, Consistency, Consistency
Be consistent with all your branding efforts or don’t bother building a brand at all. Think about a Franchise like McDonalds or Starbucks, in every store you get the same coffee, same decor, get asked the same questions and you get this consistently. Here are 10 of the most important elements to consider when building your company brand:
1) Keep your LOGO prominent and consistent
2) Use the same LANGUAGE, TONE and level of FORMALITY
3) Keep COLOURS consistent
4) Use the same IMAGES, GRAPHICS & PICTURES in all Branding efforts
5) Use the same LAYOUT, FORMAT & TEXT
6) Display the same WEBSITE, EMAIL ADDRESS & PHONE NUMBERS
7) Keep CUSTOMER SERVICE consistent by having FROMALISED PRE & POST SALES FEEDBACK
8) Ensure ALL CUSTOMERS receive the same level of focus and service, regardless of their size of wallet
9) At all times apply the MISSION, VISION & VALUES of your company
10) Fully INTEGRATE all Social Media Channels with your company website, and vice versa
When I was 1st taught about Branding I couldn’t get my head around the fact that people buy into the lifestyle of a particular brand. I was a salesman and you sell a product or service – not a lifestyle! However if you understand the lifestyle of your target market then you can relate your brand to the lifestyles they lead.
If you want to understand the lifestyle of your customers then you need to collect, store and utilise data about them – building a database is critical otherwise you’re fumbling around in the dark.
Building a database with names and addresses will reveal nothing about the lifestyle of your customers, you need to understand:
• Hobbies & Interests
Build relationships with your customers and gather feedback at every opportunity, ask them what they do in their spare time – Now you understand their lifestyles you can relate your brand to the very people you serve.
The positioning of your brand is all about how the consumer perceives your brand in relation to your competitors, the keyword here is PERCEPTION. The brand you create will result in people forming an opinion on your company – the quality of your product/service, the value of your brand and if you’re high, medium or low quality.
Get outside that little world of your company and think like your customer. What makes you similar/different from your competitors? What’s your USP? How is my brand viewed in the minds of my customers? – Just remember it’s the customer’s perception of your brand that’s important not yours.
As with all strategies you must formalise your goals and objectives, create a plan and implement it successfully – Always have a plan.
What do you think a brand means?