Branding – ‘establishing a significant and differentiated presence in the market that attracts and retains loyal customers.’
Your branding represents the sum of people’s perception of a company’s customer service, reputation, advertising and general brand image. Branding isn’t just which logo you decide on, it’s everything. Good branding can increase the value of your company, it can give your employees more vision and direction, and it makes it easier (although nobody said it was a walk in the park) to get the right new customers.
In the words of Charlie Mullins, founder of Pimlico Plumbers:
“For me it’s all about the brand. When somebody hears your name, or sees your logo, they need to immediately and subconsciously conjure up all the things that your company stands for.’
Whilst it’s not all about the logo, it’s an important factor to consider in the list of ‘important things to get right’. Just think of how quickly we recognise the Nike tick. All around the world people know that logo and instantly conjure the concept; ‘cool, quality, sporting goods’. So be sure to brief your graphic designer fully on your ethos and be sure they get it just right. Talking of putting the right image forward, your advertising also supports your branding. Whether you’re putting up banners, distributing leaflets or even popping something in the post, make sure your brand and your message is defined. The medium of advertising you chose and the demographic you target for your advertisements is what builds a brand, so be sure to make the message clear in the right format for your business.
Powerful branding makes an indelible impression in the minds of those that are buying. How would you recommend that amazing restaurant to your friend if you couldn’t remember the name of it? You need to brand your business into the minds of those that experience it and spread it through word-of-mouth.
Lastly, successful brands are led with persona. You have to live and breathe your business; when you think of Virgin and Richard Branson, they embody each other. Red Dog Design founder Marianne Sparrenius-Waters says:
“Always remember, your brand is you. You are not selling a product/service, you are selling your story, your personality, your attitude.”
How are you branding your business this year? Leave your branding tips and tricks by commenting below!