The foundation of your brand is your logo. The website, packaging and advertising materials–all of which should integrate your logo–communicate your brand.
Company Strategy & Equity
The brand strategy is how, what, where, when also to whom you plan on communicating and delivering on your brand messages. Wherever you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally are part of your brand strategy, too.
Consistent, strategic branding brings about a strong brand fairness, which means the added value brought to your company’s goods and services that allows you to charge more for your brand than what identical, unbranded products command. One of the most evident example of this is Coke compared to. a generic soda. Mainly because Coca-Cola has generated a powerful brand equity, it can charge more for its product–and customers will pay that higher price.
The added value built-in to brand equity frequently comes in the form of perceived quality or emotional attachment. For example, Nike associates usana products with star athletes, expecting customers will transfer their emotional attachment from the athlete to the product. For Nike, it’s not simply the shoe’s features that sell the shoe.
Determining Your Brand
Defining your brand is like a journey of business self-discovery. It could be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the questions below:
What is your company’s mission?
Exactly what the benefits and features of your products or services?
What do your customers and prospects already think of your company?
What qualities do you need them to associate with your small business?
Perform your research. Learn the needs, habits and wants of your overall and possible customers. , nor rely on what you think they think. Know what they presume.
Because defining your brand and developing a brand strategy can be complex, consider leveraging the expertise of a charitable small-business advisory group or a Small Business Creation Center.
Once you have defined your brand, how will you get the word away? Every simple, time-tested tips:
Have a great logo. Place it everywhere.
Write down your brand messaging. What are the key emails you want to speak with regards to your brand? Every employee should know about your brand attributes.
Assimilate your brand. Branding reaches up to every aspect of your business–how you answer your phones, what you or your salespeople wear on sales calls, your mail signature, everything.
Create a “voice” for your company that reflects your brand. This voice should be applied to all written communication and incorporated in the visual imagery coming from all materials, online and off. Is your brand friendly? Be conversational. Is it ritzy? Be formal. You get the gist.
Develop a tagline. Write a memorable, meaningful and to the point statement that captures the essence of your brand.
Design templates and create brand standards for your ads. Use the same color scheme, logo location, look and feel during. You don’t need to be fancy, just constant.
Be true to your brand. Customers won’t go back to you–or refer you to someone else–if you avoid deliver on your brand promise.
Be consistent. We located this time previous only because it consists of all of the above and is the main hint I can give you. If you cannot do this, your attempts at establishing a brand will fail.