In today’s competitive business environment, branding is more important than ever before; however, many businesses do not know how to develop an effective brand or what branding really even means.
At its essence, your brand is your business ethos—a combination of products and/or services, qualities, features, values, and goals that your customers expect from you. Your brand is your market niche. Maybe you’re new and innovative; maybe you’re steady and reliable; maybe you’re environmentally friendly; maybe you strive to provide the lowest price no matter what. You can be some of these things, but you can’t be all of them.
In order to differentiate your business from the market muddle and target the consumers who are most likely to become your loyal customers, you need an effective brand. To develop an effective brand, start by identifying your niche.
- Who are you and what makes what you’ve got to offer special and unique?
- What value does your business bring to its customers and why is it the best value?
Once you’ve identified your business ethos, you can begin developing a branding strategy.
The fundamental image of your brand is your logo. Design that first, and use design concepts that highlight your ethos (for instance, consider how “green” companies often use the color green in their logo or how jewelry companies tend to use ornate or unusual fonts that indicate the delicacy of their products).
Once you have the perfect logo, you can design all the rest of your business materials based on this fundamental image. Your website, email templates, pamphlets, promotional materials, and any other way that you communicate with customers should be built off of the basic ideas inherent in your logo. As businesses from gas stations to airlines have proven, consistency in branding across all business materials is the key to using branding effectively.
Need help building your brand? Call Media 226 today at 302-351-4388.