Your brand is what sets you apart from others. There may be many other individuals, who offer the same products and services as you, but it is your visual brand and the way that you deliver your brand messages that sets you apart. Have you ever stopped to notice how when you are walking down the cereal isle of grocery stores that the way in which the cereal boxes are designed with different colors, typography and layout helps them stand out from all the others? This is essentially what you are doing when you are building a brand for your own business.
The visual and verbal brand messages that you create for your business are what contribute to your overall brand and will be the driving force behind your marketing. When your brand messages are printed or placed on the web amongst hundreds and thousands of others, it is important to have a unique brand look and feel to catch the eyes of your intended audience. Do you attend networking events where you have the opportunity to place some informative materials about your business amongst others on a table? When you place your branded materials on the table, do they usually stand out from all those others around them? Is there a clear and compelling message that stands out on your brochure, flyer, and business card? These are some good questions to answer when you are creating a visual brand for your business that you want to be strong, compelling and stand out from others.
Your brand is not just your logo and other graphics that you use in your marketing materials, but what also contributes to your brand is the way that you interact personally with your clients, the brand promises that you make and keep, and much more. Anything and everything that you do in your business helps to build your brand and reputation of your business. Your brand is something that builds over time with a consistent level of quality products and services. As your brand builds over time, your clients and the public at large will begin to connect emotionally with your brand and you in your business.
People often make emotional attachments to their favorite brands. Emotional attachments increase loyalty and a sense of ownership brands. When you shop, don’t you find yourself shopping similar brands over and over? You’ve developed a loyalty for these brands because you’ve had positive experiences with these brands and they continue to provide you with good services and quality products. You, as a client and consumer, associate with these brands on a personal level. This is what you want for your clients as well.
Developing a trust is what keeps your clients coming back and also referring you. You want to create relationships and strengthen client loyalty consistently over the years. So now that you have a better understanding of what branding is, make a list of the elements and characteristics of your brand. Ask yourself what are the unique and positive characteristics of your business. Write a list of all of the communication materials that you use to advertise your business. Is the look and feel of these materials consistent and a good representative of what you do in your business?
Personal Brand Designer Lisa Hromada provides practical and powerful guidance for entrepreneurs and small business owners who want to create a strong and memorable brand and market their unique business.
Lisa Hromada offers graphic design and brand development services geared toward providing a step-by-step process for designing and marketing your business, so that you stand out from the crowd and attract more of your ideal clients.