June 25, 2012 By Tanya Smith
The right business branding strategies could spell real success for your business. What convinces people to invest in you or your products or services is how well they know, like, and trust you — branding positions you for this.
What is a Branding Strategy?
Now hear me on this, a brand is not just about your logo or a name, it represents your complete business identity. It is an essential part of the startup process for any business. And if you’re already established without an intentional strategy, it’s time to get one in place.
Having branding strategies can provide the fundamental steps and it will help identify the most valuable tools to create a powerful business brand. In general terms, a strong brand is one that people recognize and believe to deliver quality. Have you ever found yourself at the store choosing one product over the other because it is the more recognized or trusted brand? I know I do. For example, there is a certain type of soap I always buy because I have come to expect it keeps my skin moisturized, smells great, and doesn’t melt in the shower. I know when I see the box on the shelf that it’s the brand I recognize and trust.
Recently, I did a survey and one of the comments was this:
“…what I see always is your name and that spells ‘quality’”
That’s the kind of response that shows your branding is on the right track.
It is a branding strategy’s objective to identify what could turn your business into a trusted brand name. How do you influence people to trust your brand and its reputation? What should you do to communicate the objective and mission of your company? What is the message you are trying to send out to produce loyal, ideal customers? A sound business branding strategy will aim to find answers to these questions so you can establish a brand for your company that would excel in the market.
Creating Your Business Name, Logo, or Website
Coming up with a name for your business goes hand in hand with creating a logo that will identify your company. When it comes to logos, always opt for something that represents you in a unique way. Logos will be used over and over again in your advertising and marketing campaigns, so it must be easy to recognize.
For starters, think of a logo that will readily connect with consumers about the nature of your business. Choose images that are associated with your business and perhaps the products they represent.
Coming Up With Slogan or Tagline
Once you have the logo you want, think of a slogan that will reinforce the message you are trying to communicate to your market. As long as you keep this part brief and straightforward, then this can be an effective branding tool for your business. The tagline canserve as an additional touchpoint connecting to the main message you are trying to deliver. The more connected the message, the more likely you get the edge over your competitors. Use this to highlight the unique experience or service that customers will be able to have with you.
One advantage that you can have by including a tagline is that it is not permanent, unlike the logo. So if your company later decides to employ a new marketing strategy, you can readily adapt your tagline to highlight this new marketing plan.
Applying Colors and Images
As with logos, colors and images can be used to establish the identity of your business. Colors depict a corresponding set of emotions as well. So you need to carefully pick out exactly what type of color you are going to use in your logo so it is aligned with the image and personality of your business. Try to conduct a little bit of research about the different qualities of color types so you can determine exactly what best to use for your company.
Integrating Differentiators In Your Services
When communicating your company branding strategy into the market, highlight the services that only you can offer. If you can guarantee a service that none of your competition can, then you create a differentiator that draws more people into your business. An example of this would be a time guarantee on your delivery services, if you’re in the graphic design business.
Learning how to effectively employ these key business branding strategies will help boost your company’s marketing efforts and get you that much closer to the success you want.