Branding has equal importance for both small and big businesses. It is the process by which you define the business to the internal members of the company, as well as external groups (customers, investors, clients and so on). You could also term it as the “identity” of the business; based on the understanding that it represents the core of your business and business values.
There are numerous benefits that can come your way when your brand is well defined. If you are able to establish a strong emotional connection with your customers by sharing same beliefs and values, it could lead to a long-term relationship, which would help you achieve higher returns and improved brand differentiation. Branding is not just a logo. It is about the creation of trust, reputation and faith in something or someone, it is the perception that someone has about your business.
Below are some tips for creating the right brand image for your business:
Define your brand
You need to start by reviewing the products and services offered by your business. Identify the place it occupies in the market and conduct research on the practical, as well as emotional needs of your customers. The brand identity needs to support and help your businesses vision and growth. So your aim should be to establish a connection with the target audience(s) and differentiate your brand from your competitors in the market.
Think of your brand as a person
Each individual’s character is developed on the basis of certain values, beliefs and objectives. They define the individual and his/her connection with others. The personality of a person determines how he/she behaves in various situations. Communication, action and so on, all depend on the core personality. It might be intuitive for people; but when creating a brand, it’s important to have a certain amount of understanding of what you want to project and promote.
It is important to work with a brief. If you create design concepts in the absence of comprehensive briefing with respect to your brand, it is possible for the client, as well as the creative to be completely dependent on a discerning thought about the solution. It could easily result in subjective feedback. Draw up your brief from a well-defined brand strategy. It will help all the parties to take rational design decisions.
Driving force behind business
You need to have a clear understanding of the driving force running your business. What does the business believe in? What is the core objective? Do you have any brand heroes? When you answer all these questions, you can develop your brand positioning on an emotional level and make brand communication easier by defining the brand’s character and identity.
Relationship with customers
Your objective should be to develop long-term connections with your customers. Avoid dressing up your product or service, which can lead to unnecessary expectations and disappointment. Honest branding is built on trust and clear projection of your company and its driving values.
It is important to communicate with your target audience consistently. It reinforces the character of the business and clarifies what it has to offer. So customers are informed and know precisely what they can expect from your offering. Also, try and develop key messages that are synchronized and help in building a sound identity.
Sometimes the logo can act as the string, which keeps the brand identity intact. It also promotes easy identification. However, it is vital to know that brand building is not solely about creating a logo. Try and not emphasize the individual elements of your brand and consider the bigger picture instead. Your brand image would be more appealing if you paid attention to the interaction between the smaller elements.
We are more than your average marketing company that limits itself to campaign suggestions. At McAllister, we work with our clients to develop strong brand strategies that include positioning statements, taglines, key messaging by target audiences, and overall brand applications that make you stand out from the crowded marketplace and gain market share. Contact us, or call 250-380-2299 to learn more about how we can help you with your brand story.
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