We've all heard the famous Real Estate saying that selling a home has everything to do with"Location! Location! Location!" When it comes to branding your business, it's all about "Consistency! Consistency! Consistency!" Every post your create to represent your business should have your logo on it and every piece of paper you generate for your business must all have your logo, too. The look and feel of your brand should be consistent in everything you do. Our brands define us and are our promise to our customers and clients. Our brands should represent our products and services and the "feel" of your business.
What is a brand anyway? Here are some bullet points that explain what branding is all about:
Unique name and image in the minds of customers and potential customers
Has a consistent theme
Your promise to your customer
Gives you a major edge in increasingly competitive markets
Aims to establish a significant presence in the market
Attracts and retains loyal customers
Tells customers what they can expect from your product, business or service
Differentiates your offering from your competitors'
Derived from who you are, who you want to be and who people perceive you to be
Who you are should be based to some extent on who your target customers want and need you to be
Examples of Memorable Branding:
What do you hear when you see a president enter a room?
Hail to the Chief! That song brands the president as significant to our country and as important. When you hear that song, you know it’s Presidential.
What do you hear when professional sports teams are just about to take the field or when an important ceremony is about to begin:
Our beautiful National Anthem - It brands us as a country, as does our flag. This branding has such a powerful emotional feel to it that some may even tear up when they hear our anthem and see our flag.
Where to Brand:
What you communicate visually and verbally should represent your brand
Websites, marketing material, blogs, newsletters, social media should all have your logo and tagline
Every document you create should have your brand
Use the colors in your logo consistently and everywhere
Consistent branding leads to added value of your product/services
You can charge more for your brand than unbranded similar products
When customers have a need, they will think of you first
The added value intrinsic to brand equity frequently comes in the form of perceived quality or emotional attachment.
For example, Nike associates its products with star athletes, hoping customers will transfer their emotional attachment from the athlete to the product. For Nike, it's not just the shoe's features that sell the shoe.
Music – the emotional value of our National Anthem brands us as a nation
If you would like help with your business branding, please contact me and I will be happy to help.