Branding Your Business

Are you true to your company’s branding?  Consider these:

When you want to buy tuna that is the best, who do you think of?  John West
When you want a car for safety, who do you think of?  Volvo
Want a meal to buy to make kids happy?  McHappy Meal (maybe short term)
Supermarket that keeps their prices down?   Coles

Because these companies have been consistent in their message, the branding is easily recognised. Is your marketing consistent with your branding? Have you created an instant recognition to your company’s brand?

Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does “branding” mean? How does it affect a small business like yours?

Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors’. Your brand is derived from who you are, who you want to be and who people perceive you to be.

Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? You can’t be both, and you can’t be all things to all people. Who you are should be based to some extent on who your target customers want and need you to be.

The foundation of your brand is your logo. Your website, packaging and promotional materials–all of which should integrate your logo–communicate your brand. Consider these questions when searching for your brand:

  • What is your company’s mission?
  • What are the benefits and features of your products or services?
  • What do your customers and prospects already think of your company?
  • What qualities do you want them to associate with your company?

Ensure you promote that brand from your logo, your website, your stationary, vehicles etc. Then create a tag line a memorable, meaningful and concise statement that captures the essence of your brand. Above all, ensure you deliver on the promise and be consistent with your message.