Branding is one of the most important things when it comes to business. And it’s not something that a lot of small businesses get right! They believe that it’s not that important if your company isn’t really big. But this is a mistake. Here’s a quick guide to getting it right.
Can you define your brand?
A lot of small businesses have no idea what their brand actually is. Sure, they know what their logo looks like. They know what it is they want to excel at. But what defines their business outside of the product it makes? Outside of its urge to make profit? When people see your branding, what should they be thinking about? Presumably it should be more than just your products.
Think of it in terms of personality
The best way to build a potent and memorable brand is to think of your company as a person. What kind of personality do you want your business to have? Do you want your business to be serious, ultra-formal, very concerned with numbers and stats? Do you want to be mysterious and cryptic? Funny and off-beat? Approachable? All of these things matter to the branding.
Consider businesses with a similar approach
So let’s say you want your brand to be associated with a strong sense of humor with a hint of sexiness. In that case, you should be looking at companies whose branding connects to these sorts of vibes. The mistake a lot of businesses make here is that they only look at companies in the same industry. But you should be open to reviewing the approaches of completely different companies. Let’s say you make guitars. You want to the branding to be funny and sexy. Great examples of businesses with similar approaches often come from male antiperspirant ads!
Think of ethics and principles
Do you want your company to stand for something? To do some good while also making a profit? To have a positive social impact beyond your products? This is the sort of thing that really makes a company stand out. It’s also a really good vibe to have connected to your branding. When people see the Nestlé or Coca-Cola logo, they make think of good products, but they’re not thinking of nice people.
Launch your brand overhaul with a boom
If you’ve just gone through a rebranding, then it’s important that people know about it. People simply aren’t going to make the associations you want them to if they don’t know anything about your company! So one of the most important things for you to do when it comes to branding is to actually get some attention and sales. Working with a digital marketing agency that understands your business approach is vital.
Keep the tone of voice consistent
Once you’ve rebranded yourself, you need to make sure you future practices are consistent with the brand. The things you write in blogs and on social media need to fit with your personality. The products you sell need to meet your ethical standards. If you don’t keep up the personality and practices of your brand, then it may all have been for nothing!