Branding is the face of your business. It is a name or logo people recognize and it sets you apart from your competition. Every business faces competition and your brand may be the one thing that helps you succeed where others fail. Good branding helps you connect with customers as well.
Creating a Brand
Obviously your business has a name, but it does it have an astonishing logo? Hire a professional to create a polished logo design. There is truth the old adage that a picture is worth a thousand words. Your business’s logo is the first thing people notice and it gives you an identity. Additionally, your business cards, stationery and website should be designed to match your brand identity consistently. Once again, you should hire a professional designer for this. Many graphic designers offer branding packages that will cover all your needs. You also might want to consider extending your brand to your products and /or services. Take McDonalds for example, all of their food products are McSomething. That is not accidental. When you order Chicken McNuggets, you know exactly what to expect when you get your order, as opposed to the chicken nuggets other fast food places serve. That is branding in action.
Almost every business does some form of Internet marketing. Think about how often you see URLs in advertising, on business cards, or in the signature of an email. It happens every day. Your company brand and possibly product brands are your key to helping make the most of your Internet marketing. After all, what good is a website if no one visits it? Think of your brand as keywords for search engines, because that is exactly what they are. They play and important role in increasing web traffic. There are other important search engine optimization tips that go beyond the scope of this article, but they main point here is that you want to build your brand so that when people search for your company’s name, you come up first in the search results. Another good thing about building your brand on the Internet is that you can use reputation monitoring to find out what people are saying about your business.
Appearance is everything when it comes to branding. The trick is to keep your appearance consistent through all your marketing efforts. Consistency is more than just putting your logo on a flyer. Everything that is designed for your business should reflect your brand identity. Coca Cola’s word recognized red and silver color scheme is a good example. Everything the company puts out, marketing materials, company reports, etc. utilizes the same color scheme as their products. Creating and appearance does not mean you have to keep using the same designs repeatedly; you just need some consistent element that represents your brand.
No one ever said building your company brand is easy. It takes a big investment of time and money. However, once you firmly establish your brand, it will do wonders for your business. Invest in creating an identity for your company so that people will notice you instead of others.
About the Author: Fernando Warthen is a business consultant based out of some of the city’s hottest Tribeca executive suites. He loves helping businesses all over New York learn to build their brands, whether they’re mom-and-pop shops or growing corporations!