A Guide To Brand Building Part One: Crafting A Business Branding Strategy!
So you want to brand your business online? No, branding does not mean simply opening a Facebook page or Twitter account. Your business brand is what separates you from your competition. In today’s world driven by social media and constant change, branding is even more important for small businesses. Proper branding can have a significant positive impact on your revenues. But first things first, what is a brand? To explain the short way, your brand is what your customers think about you and your products. Branding is more than your company colors, logo and website design. It is a holistic view of your business: what it stands for, its products or services. Branding is simply your business identity.
When branding your business, avoid the looks of chains or big brands. Try to carve out a unique identity. This can be challenging, but this is most important when it comes to branding. Also, most consumers are leaving the big brands in favor of independent establishments because of the attention or other value proposition they offer. This is part of the branding that the independent stores are leveraging on. Independent establishments can leverage their status to attract customers looking for authentic offerings that reflect how they feel. So, how do you brand your business for success online? Well, try starting with this:
Crafting A Branding Strategy!
Branding highlights the differences between you and your competitors. It helps your business stand out. Below are the key elements you should consider in your branding strategy.
i) Know Your Target Customers
To create the right identity for your business, you need to know who your customers are and what they need.
Your branding should act as an extension of your customers’ values, needs and lifestyles. The way you reach out to them should be predictable and in visuals they can identify with. For example, if you are running an automobile sales business, a logo with an automobile image will identify you better to your customers. The needs of your target market can change over time. Your brand should also evolve to reflect the changes in your market.
ii) Stay Consistent
Your business identity and marketing should be consistent. Key elements such as your website, fliers, stationery and business cards should reflect your brand. Use your company colors consistently to enable customers to identify you easily. Check out the infographic below for some cool tips on finding the proper colors for your brand!
Another area that you should be consistent is your ideals. If your company is committed to green living, your messages should reflect this across all online channels you use. You cannot be saying that you support green living in your emails while your actions are different during your outdoor seminars. Define your ideals and be committed to them in all your business dealings and relations.
iii) Be Visible & Simple
There are various ways to bolster your company’s brand. A mascot, tagline, logo, catchy jingle or even a spokesperson can give your business significant visibility in your market. The best brands are not complicated. Your customers should not need to make an effort to recognize you. Consider your online and offline presence when crafting your branding. Your consumers should have the same experience with your product or business whether interacting with you online or offline. Keep the style, design and colors of your business or products consistent. Use social networks to enhance your brand. If you have a slogan, tweet it. If you are on Facebook, communicate your ideals to your customers.
Without a social outlet, your branding may not have enough metric to be effective. When building your brand online, know which tools to use at particular times. Using all tools you can lay your hands on simultaneously can turn off some consumers.
Building your brand does require a lot of hard work and time. Once you have crafted an amazing branding strategy, the time then comes to put that strategy to the test by implementing an online branding strategy. Stay tuned with us as we expand on this in our next upcoming post, A Guide To Brand Building Part Two: Implementing Branding Strategy Through A Website!