When was the last time you took a long, hard look at your branding? What’s that? Branding is just for big corporations? Rubbish! It’s vital for ALL businesses. Really, every business, no matter how small, MUST have a recognisable brand. (Yours probably does; you may not just know it does.)
Now, before we go any further, let’s just get one thing straight: Your logo is NOT your brand. Rather, it is just ONE element of your overall branding.
So what exactly is branding?
Simply put, a brand exists in the ASSOCIATIONS your clients or customers have with it. And branding is about getting your prospective customers to see you as the ONLY one that provides a solution to their problem, want, need or desire. That means making sure everything you say, do or write supports that objective.
Here are six ways to help your business on the way to becoming a successful brand — whether you are re-vamping your current branding or just starting out:
1. Are You Conveying REAL Value? Is your brand ‘promise’ resonating with prospects and customers? Is it delivering the way you want it to? In other words, does the customer experience equal their expectation?
You need to make sure what you are offering and what you stand for are enticing enough to differentiate you from the competition. Think about what your target customers want from your product or service and that your competitors can’t provide. Then make a compelling claim about whatever it is and BACK IT UP to create brand trust and brand loyalty. And always, always deliver on your promises.
2. Are You Making the Best Use of Your Words? If you can clearly and compellingly communicate your value to prospects in fewer than 20 words, then skip this part. If not, read on.
Your words — those that you use on your website, in your brochures and for other branding materials — should establish a relationship with prospects by relaying the benefits of your product or service. These benefits can be emotional, functional or self expressive. So instead of simply stating you’re a life coach, for example, focus instead on what unique benefits you provide. It might be that you specialise in self-confidence coaching, or perhaps your USP (unique selling proposition) is that you also offer nutritional advice, thereby offering a distinctive holistic approach.
3. Are the Visual Aspects of Your Brand Making the Right Impression? Because the consumer mindset equates quality promotional materials with a quality product or service, it goes without saying that quality materials speak volumes about your business. It is not accidental that ‘posh’ or big-name restaurants have fancy signs, business cards and even menus; all reinforcing the same message of supreme quality. It would be difficult to sell a high-quality dining experience with homemade flyer stapled to a telegraph pole. In that vein, the look and feel of your branding materials should consistently, accurately and effectively reflect your brand and give it ‘life’.
NB: Before you change the entire direction of your design, take heed of an advertising adage that says by the time you are tired of your ‘look’, other people (including your prospects) are just starting to notice it. So don’t drastically change things. A simple logo change, but keeping the same colours, or modifying your slogan, may suffice in making your brand feel fresh without losing its original appeal.
4. Are You Up to Date? It makes sense to ensure that all product information, pricing, ordering procedures, delivery policies, etc., are up to date. But you’d be amazed at how many out-of-date materials are out there. This morning, I followed a link to an advertised limited-time offer that had elapsed (by two years!). That sort of oversight can do more harm than good for a business brand.
5. Are You Being Consistent? Consistency is one of the best ways to establish trust in any marketplace. So make sure all your marketing materials convey the same look and feel — that includes your core messaging and the tone of your wording. Of course, they don’t need to be a complete match, but when viewed side by side your stationery, website and other materials should form a cohesive ‘family’. One that preferably has an appealing image and so is able to evoke the desired emotional response in your prospect’s mind. Remember, awareness and recognition are key drivers to a growing business.
6. Are You Social Enough? Recent studies have shown that the adoption by businesses of social media has more than doubled over the past year. Have you a consistent, relevant and distinctive presence on sites such as Facebook, LinkedIn and Twitter? I personally find Twitter to be one of the most effective ways to build my brands. With no less than three million ‘tweets’ or messages created every day and approximately nine million users, you really should give it a go — before the revolution is over.
Twitter enables you to easily monitor what is being said about you and your business via its inbuilt search engine. So if you come across inaccurate or negative information about your company, you have the opportunity of redress. And remember, everything you say and do on social media sites BECOMES your brand.
Many companies are increasingly using Twitter to create or raise brand awareness, as well as reach prospects by providing valuable links and information. Why aren’t you doing the same if that sounds like your competition? If you are, then perhaps it’s time to assess what is and isn’t working or start something new.
Branding is an essential tool in delivering company profitability. By periodically reviewing your branding, as well as your other marketing strategies, you should create a strong ‘personality’ that gets the right message to the right audience . . . which can ultimately lead to sales and business growth.