In the world of business branding is important, but what is it and how does it benefit you? These are common questions faced by today’s business owner. You brand is much more than your logo. It is a combination of elements that make a promise to your customers. Your brand lets them know who you are, what you offer, and how you want to be perceived. It is what makes you stand out from your competitors.
But Don’t People Know Who I Am?
Well maybe they do and maybe they don’t, your brand helps to identify your business. Think about the brands you see every day. Many soda companies both sell similar products. But one has built a reputation on being the original classic soda brand with roots going back many years. Another brand has tapped into the youth market and presents itself as a new and innovative product even though it has been around now for many years. Both companies achieve this by their brand presence. Their logos, advertising campaigns, and marketing strategies all combine to create a powerful brand for both companies and their products. You could probably see a can without any writing on it with just graphics and be able to tell which product you are holding. This is the power of branding and is known in the business as brand equity.
How to Define Your Brand
Before you can create a powerful brand presence and reap some brand equity you must first define what you want to convey. This can be a journey of self-discovery and it may be hard to define, but once you do you’ll have a clear picture of not only your brand, but a clearer picture of your company overall.
Some of the questions you need to ask to help define your brand include the following:
What is your mission?
What benefits and features do your products and services offer?
What do your customers think of your company right now?
What qualities do you want customers to associate with your company?
Don’t guess at the answers to these questions. Do research and ask your current customers what they think. Customer feedback is a valuable tool and it should never be ignored. What would they like to see you company improve upon, and what do they think you do that is great? Know your customer demographic. What type of consumers are you trying to reach? Your brand will be significantly different if you’re trying to reach Baby Boomers or Millenials.
Putting It All Together
Once you’ve gotten a clear picture of what you want your brand to say about you it’s time to put it into practice. Your brand needs to be consistent throughout your entire business. Your logo, your “voice” for your company, a tagline, and a consistent template for all of your business communications all need to be tied into your brand. Even the way your employees relate and communicate with your customers is part of your brand so make sure everyone is on the same track.
Creating a brand is hard work, but it will give you many benefits for your business. Take the time needed to really examine what your company is all about and how you want people to perceive you. You may want to hire a firm that can help you develop a brand and make sure it is consistent and powerful. Your brand represents you and your company; make sure it is a good one.
Kathryn McDowell is a small business owner with over 30 year’s experience. She writes to educate her readers on the importance branding for their business. It’s not only graphic design and Bakersfield business owners can depend on Hybrid Media Design to help them develop a powerful brand.