A brand strategy is the single most important part of building and maintaining a successful business.
From choosing a unique name to curating a meaningful logo, strengthening marketing efforts, recruiting the best team, and generating a set of core values… these are all imperative elements needed to build a successful business.
A client or customer should never have to guess the value or type of work your organization performs if the branding is executed properly.
“Branding is critical to a business because of the overall impact it makes on your company. Branding can change how people perceive your brand, it can drive new business, and increase brand value – but it can also do the opposite if done wrongly or not at all.”
One common misconception is that branding is only for corporations or “big businesses” and that it’s too expensive; this is FALSE.
Every business, large or small, should have a brand strategy that can lead to more sales, new clients, and customers.
Today we’re here to assist you in creating your brand identity, which gives you the power to control your businesses’ reputation. Follow these five tips to get started!
Choose a unique name
With millions of businesses across the globe and thousands of businesses in your exact sector, choosing a name that is unique and meaningful to your product or services is crucial.
Think of how many businesses we come across on a daily? A lot, right? But, how many of them do we remember by name? This is why choosing a name that is memorable and telling of your business is imperative.
“A company’s name is most important by far. Logos change and CEOs come and go, but the name that you choose will matter the most. Particularly powerful for behavioral consumer business models such as ours is the potential to verb your business as Google does. Plus, you’ll have easier access to Web domains!”
Yahoo Small Business
Curate a meaningful logo
Creating a lasting impression is essential to your business, and this can be accomplished, in part, with a strong logo.
Think of a logo as a visual reference to your brand. The logo should demonstrate and be telling of who your business is and what services you offer.
Many businesses and organizations fail to realize that curating a meaningful logo is a way to subconsciously connect with clients and customers.
“As things stand, companies have about 2 seconds to convince potential customers that their products are worth any consideration. A logo can quickly grab viewers’ attention and communicate a company’s core values interestingly. That short attention span you know, the one that causes consumers to judge your business by its appearance can work to your advantage, if you have a solid logo to speak for your company.”
Strengthen Marketing Efforts
Essentially, marketing is what drives sales and increases clients by attracting consumers in an over-crowded marketplace.
This is where you can get creative with promoting your business, product, services, or events. Marketing is just one component of branding. It is one of the most critical functions, as it informs the public, engages your audience, builds reputation, sells products or services, and helps grow your business.
Using marketing through social media, newsletters, advertisements, commercials, etc., is a way to inform your audience and make it clear why they should choose your business over a competitor or other similar business.
“Marketing keeps your business in people’s minds after a transaction is over and before they need you again. Social Media is a great place to start. After following a brand on social media, 91 percent of followers visit the brand’s website or app. And a startling 89 percent will buy from that brand. Sending post-purchase follow-up emails and mailing out postcards with special offers or information on new services are just a few more ways that marketing can help you stay in touch with your target audience..”
Recruit the best team
Recruiting the right team is crucial to the longevity of your business, and it starts at the top.
Creating a workplace culture rooted in inclusiveness and passion is essential to elevate the reputation of your business and recruit the top talent in your industry.
When recruiting, never settle. Do not ever hire someone just to fill a position as soon as possible. In the long run, it’ll probably lead to an unproductive team and cost you money when they leave or when you have to fire them.
“By having the right team you’ll retain Your Customers. Your customers remain at the core of your business. Delivering a high standard of services with the right employees will help your client retention and overall brand.”
Heard of mission, vision, values? This is a standard by which your business operates. It ties into branding because every aspect of your values is reflected in your business name, logo, marketing efforts, and team.
The values you choose to reflect your business can also assist you in recruiting the RIGHT team, especially in a day and age where people want to work for companies that align with their core values.
When creating or strengthening your brand strategy, develop a set of core values and refer to them often, as they can be implemented into every aspect of your business.
“This is just as true for an organization as it is in peoples’ personal lives. 63 percent of consumers say they want to buy products and services from companies that have a purpose that resonates with their values and belief systems. They will even go out of their way to avoid companies that don’t mesh with what they believe which goes to show that a company’s values have both internal and external implications.”