How to Brand Your Business
October 5, 2012 Leave a comment
When you think of ‘brands,’ you usually think of the big guys, like McDonalds, Coca-Cola, and the like, right? But if you’re a business owner, no matter what size, having a clear, concise brand identity is important for marketing your business, building relationships with customers, and creating longevity. Your brand tells your customers about your business, and whether you’re the owner of a Fortune 500 company or working from a home office, you need to present the right image in order to attract and grow your customer base. Therefore it is imperative that you create a firm identity for your brand. Here, you’ll learn how branding can help you grow your business and set it apart from all your competitors.
Just What is a Brand?
A business brand is more than a logo on stationery, promotional gifts and business cards – it’s your identity. It tells customers who you are, what you stand for, what you can offer and how you’ll offer it. Branding is also a way to establish trust and relevance with potential customers. There are other less tangible aspects of branding as well. A brand is a measure of how your customers perceive your business;if they see it as high-value, you’re already ahead of your competition and your customers won’t mind paying a little extra for your product. Example: People are perfectly willing to buy Christian Louboutin shoes because the red outsole signifies class and style. You may not need to create a world-dominating brand, but it is certainly possible for you to master your niche.
There are three main reasons why your business needs a brand:
- To differentiate your business from others in your niche.
- To create a more efficient sales force. If your brand explains who you are and what your company offers, you can spend more time focusing on selling to your customers rather than educating them.
- To build awareness of your products and services.
If your business lives up to these three requirements, you’ve made your marketing campaign much easier for yourself and you allow your brand to do the talking for you. By having a good brand, you can entice customers to come to you, and stand apart from the competition.
How Can I Build a Good Brand?
Now that we’ve convinced you of the need to have a brand for your business, you may be wondering where to begin. As you already learned, your brand needs to be a reflection of who you are, what you offer and how it’s offered; it also needs to build trust between you and your customer base. Before you build your brand, you’ll need a good understanding of those facts- you won’t be able to get the message out if don’t have a message in the first place! You’ll have to spend some time doing some real thinking and looking at your brand from all perspectives. This is where it sometimes helps to have a good team that you can have a brainstorming session with – feed each other ideas and encourage everyone to think outside the box. Come up with as many ideas as you can, no matter how crazy they might seem, and then begin to narrow down to the best ideas.
The branding process is a great opportunity to describe the features of your business, as well as what you can offer that your competition cannot. During this phase, you should also decide whether you’re going to target a broader market or a smaller segment. When coming up with a brand name or a tagline, think of your business philosophy and words that suggest it. Consider BizBrag – we are a platform that gives business owners the opportunity to become social with their customer base as well as get their content in the front of search engines – what better way is there to ‘brag’ about your ‘biz’? See what we did there? It can really be that simple!
Using Your Brand
To create an instantly recognizable brand, you’ll need a memorable logo. It should be consistent across all media such as brochures, business cards, corporate vehicles and your website. Using one logo on everything causes it to gradually become one with your brand; don’t dilute your brand name by using different logos in different situations.
Promoting and Marketing Your Brand
When you’ve built your brand, the next step is to promote it along with your services and products. Marketing a promotion is how new businesses establish credibility, and it’s how they make their brands and their products one in the same. A descriptive brand and awareness in your niche will make it easier to introduce new products because you won’t have to start over. Your potential customers will already know who you are, what you’re selling and how you’re different from all the rest.
Creating a definitive brand identity is imperative to building a successful, long-lasting business. By giving your customer base something to hold on to, and creating a lasting impression, you give them a reason to turn to your business above all others, to become your advocates, and to ensure to the longevity of your business.
What did you think of today’s BizBrag Blog post? Leave your thoughts in the comments!
This post was written by James Harper on behalf of UK PrintPrice – supplying all kinds of marketing products including promotional gifts.