If you have the best products in the world, it will make no difference to your bank balance if you are not able to market them to a high degree. There is so much competition out there. Thanks to the introduction of the Internet, you are no longer competing with those around the corner. You are now competing with companies around the globe. People will not mind paying a little extra for postage if they believe that they are receiving a better product or buying from a company that has better organization. Branding your business can mean the difference between success and failure. As a result, it should be done in a strong and robust manner.
How Do People Associate You?
You need to think about the things that you want customers to consider when they hear your name. Clearly, you only want good associations. But do you want to be thought of as just professional or quirky and fun?
The best way to begin will be to choose a great name. Depending on where you plan to advertise, the letter the name starts with will determine its position in the ratings. Having a logo can be a huge help, as it will transcend language barriers – whatever logo you choose will be the same in countries all around the world and, of course, easily recognizable.
Before the process begins, you need to consider what it is you want to brand. How do you want to be remembered? Consider the values you have and transfer them to your business. You will need to figure out whom you are going to do business with and aim the branding at them. For example, cartoon characters for the logo will be pointless if you are aiming at a clientele of 40+!
Cultivating that Personal Connection
If you can make a personal connection with the client, it will make him or her think of you more as a friend than just someone who is looking for money. Of course, clients feel more comfortable discussing their companies when there is a personal connection. In essence, you will be pushing at an open door.
Decide what it is you want people to feel and always “stay on message.” You may have a broad spread of services, but don’t fall into the trap of being a a jack of all trades and master of none.
The Power of Consistency
Keep repeating the message and it is likely to be remembered. It is best to be consistent. But don’t let your message get stale. If it seems that there are other companies that have found a way to steal your thunder, then find another way to get the message across. Whichever medium you use, the message must be on track. As times change, you may have to reinvent yourself. Yet, it should be possible to do this without losing the branding that you have cultivated. If you do change, it must be for a good reason and not because you have jumped on the nearest bandwagon.
If you learn anything when it comes to branding your company, you should make sure that the message you have is unique and honest. Would you be impressed if you saw your branding elsewhere? If so, it is a good sign that you are right on target.