Branding is critical to the success of any business. It's more than
just a logo; your brand is an intangible asset. It's the emotion created in the mind of a person when they hear your name.
If you aren't reaching your target
audience, now is the time to re-evaluate your branding strategy - or lack of.
Here is a list of 5 ways to improve your brand:
1. Stand For Something
What is your brand all about? Why do you do what you do? Why does your organization exist?
Answer this question and share your vision fervently. The extent to which you do this will play a fundamental role in your ability to connect with your audience in a meaningful way.
Are you simply selling a product, or do you stand for something people can relate to? Customers like to know that your brand has a meaningful purpose, and isn't just trying to make a quick buck off them.
2. Display Your Colors
Choose your brand's colors carefully and display them to the world. Analyze the competition and establish a color that represents your brand exclusively.
Choose wisely because changes could confuse or put off clients. Great examples of color branding include: UPS (brown), Facebook (blue), Starbucks (green).
3. Practice Continuity
Establishing and maintaining continuity is key to preserving the perception of your brand. It starts when you open your doors for business, and won't stop until you close them.
Whether it's customer support, email marketing, advertisements, or your online presence - customers expect an experience that's consistent across the board.
4. Establish Authority In Your Field
differentiates your brand from the competition and develop a strategy
that positions you as an authority in your field.
A catchy slogan
isn't going to be enough.Take the time to nurture an emotional connection between your brand and your customers and you will see
an increase in returning clientelle.
5. Reflect Values Through Your Logo
True or false: the first place to start branding is with your logo?
False. Your logo should be one of the last decisions that you make when it comes to your image.
It's much easier to choose a logo design that properly represents your image once you're definite in your purpose and have established a clear, concise, and long-term vision for your brand.
Your logo should reflect the values that your brand represents and it should also differentiate you from the competition. This is the public face of your brand and how consumers will ultimately identify with you.
Branding is a complex subject that's extremely important for all companies, big or small. By leveraging these 5 concepts you will advance on the path toward your ultimate goal, which is strong brand recognition.