Just starting up? Here's 5 questions any new business owner should answer before branding their business.
Branding is made up of the values that guide you, the visuals that communicate who you are, and the language you use to communicate with your customers.
If you’re a regular reader, the number one thing you’ve probably learned from our blog is how important branding is. That’s because it’s essential to attracting, converting, and keeping your customers. It builds loyalty, brand recognition, and acts as a touchstone for consumers.
We believe branding should be flexible and fun. And, while consistency is important, that doesn’t mean all of your assets should be identical. No matter what your industry or offering, there's a few things we think you should avoid. Here’s our top six:
1. Sea of sameness
Think outside of the box and make sure your logo, values, and messaging differentiate you from what’s already out there.
Everyone has competitors -- and chances are they sell similar or identical products/services. Don’t fall into the trap of trying to imitate what they do! Work with a designer to create a strong brand identity for yourself and then stick with it. It may take time, but you want to establish your identity separate from the competition.
2. Behind the times
Don’t let your branding give off a less-than-contemporary vibe. In the customer’s eyes outdated branding translates to inferior products and subpar service.
Just because you went through the branding process when you first started your business, that doesn’t mean you’re set for life. Your business’ branding should be periodically reviewed and tweaked to reflect the constantly evolving digital landscape.
Consistency is key. Your market needs to be able to identify you across every channel and it’s counterproductive to have an entirely different look and feel across different mediums. Whether it’s on social media, direct mail, a billboard ad, or website banner, your brand should be instantly recognizable across everything you produce. If it’s not, you could miss out on brand awareness and the benefits of an omni-channel campaign.
4. It’s not all about you
When you’re establishing your branding, it’s imperative to remember that what you’re aiming for isn’t about you and your personal preferences -- it’s about your potential customers or clients, so try to avoid getting too personal.
Just because a color isn’t your favorite, doesn’t mean it won’t connect with your potential customers. If you're having trouble separating your emotions from the process, consider putting some data behind your decisions by conducting market research to gain valuable guidance.
5. Lack of clarity
Your branding should quickly and effortlessly communicate what you do -- and it should easily grab your potential customer’s attention. In a world where time is a highly valued commodity, it’s essential you snag people’s attention quickly.
If your branding’s unclear, you run the risk of not being memorable…which may send them running to your competitors.
6. Not following through
Never, ever make false promises. If you are a delivery company and your tagline is “always on time,” make sure you’re always on time! If you fail to deliver on your promises, your branding is irrelevant, and you leave yourself open to complaints and lost customers
Hue & Tone: Branding for the Piedmont Triad
Branding doesn't have to be hard -- in fact, with the right people in your corner it can actually be fun! Let us turn marketing into something you enjoy doing -- not something you dread. We can help you with everything from your initial branding to your day-to-day social media needs.