No matter how big or small your business is or whether you are consumer focused or a Business to business service provider any organisation will benefit from developing and maintaining a recognisable brand.
What is a brand?
A brand refers to a collection of interwoven traits, including core business values, your unique selling points and your goods and services. Effectively conveying these characteristics depends on you dynamically demonstrating and reflecting your brand values in everything that you do, from your advertising through to the experience a customer has when they email, call you to talk to you or walk into your office.
This gives your business an identity.
A successful brans helps to communicate what your product or service is and what sets it aside from your competition and it should always be applied consistently with everything that a business does and I mean everything!
There are many benefits to branding as it…
- Helps you to differentiate your business and makes you stand out in your customers minds
- Positions your brand correctly can help you to achieve higher prices for your product or service
- Gives your business a personality and identity that people can relate to
- Effectively delivers and reinforces your key messaging
- Drives authority and trust in your business
When it comes to defining your brand you will need to think about all of the individual aspects that combine to make your business, pulling them all together and highlighting key differentiators will help you to define your brand.
Remember too that your brand is continually reinforced through all of your customer facing messaging, from your business cards, your building or offices, social media and website through to your logo, signage and print collateral.
Ensuring that both your messaging and visual branding is clearly and consistently applied across all communication channels makes sense, as strong consistent branding reinforces your identity and drives positive sentiment and trust. This is brand consistency!
For your business the consistent use of your logo, brand colours and key messaging across all communication channels is important and will help to strengthen your brand identity. However this doesn’t mean that all of your communications have to look exactly the same but it does mean that you should strive for visual cohesion. Make sure you stick to a number of standards, such as your colour palette, visual style, font and size and spacing of your logo.
Developing a set of brand guidelines is a natural progression as a brand begins to establish itself and it gives any service providers you work with, a blueprint to adhere to. Your branding guidelines need not be complex as it can be a simple document detailing colours, fonts and some basic styling information will generally be sufficient.
Keep your visual identity and key messaging consistent and you’ll effectively develop and strengthen your brand, helping your business make a far stronger, long lasting impression.
If you would like to talk branding then please drop a line to firstname.lastname@example.org