Building and managing a strong brand for your business is tantamount to its success. Therefore, your brand is not something to approach casually. It takes an extreme amount of research, planning, and effort to develop a brand that speaks for your business the way you want it to. Make sure you approach that task the right way by following these tips for how to create an effective branding strategy:
Identify what makes you unique. The purpose of your brand is to help you stand out from the crowd, and the best way to stand out in a crowd is to accentuate your uniqueness, right? Consider the things you pride yourself on that set you apart; keep in mind that may be anything from your product to your customer service to your modern storefront building.
Create a logo. You don’t have to be an artist (although you may choose to hire one), because believe it or not, studies show that the most effective logos are also the simplest. Once you’ve identify those things that make your business unique, it is time to brainstorm on how you may incorporate them into a logo that it all your own.
Choose a tag line. Drawing on the most unique aspects of your business, as well as your business mission/vision statement, write up a tag line that speaks for you – literally. Keep it simple, and remember that your goal is for people to automatically hear your tag line in their heads when they see your product or logo.
Decide how you will employ your branding. These days, there are a lot of marketing avenues to choose from, including mobile marketing, off-site marketing, web marketing, and more. It is a good idea for you to utilize every method available to you, as long as it makes sense for your business. For example, if your target market is teenaged college students, then you might want to focus on social media and television, and skip on local newspapers.
Incorporate your branding logo and tag line into everything you do. All of your marketing and advertising should be streamlined. This means it should all look the same graphically, and it should all include your branding logo and tag line, whether you are designing your Facebook page or sending an SMS marketing message. Think of your branding efforts as a package deal. (Believe it or not, some people might completely blank on your company name if they don’t see your logo you’re your tag line.) People will come to rely on one aspect to recognize another, so you want to make sure your brand is fully speaking for you, at all times.
Branding is an art, a science, and a discipline. Get your creative juices flowing to create your branding image, and then roll your work sleeves up to implement your strategy. Your success depends on it.
About the Author: Rivka Brussel loves helping business owners design and fully implement a strong branding strategy. He works with a team of marketing experts and graphic designers to do everything from the creation of corporate signs to social media and public relations events.