Branding is the personality and voice of a business and the face of everything you do. It expands way beyond the logo, typography, and product packaging – it’s about what your customers think of your brand.
Truly successful business owners know that branding is one of the most important aspects of their public image. It takes time to build, but if done right, it can bring more attention and sales than the product itself.
Whether you’re a new business owner or you’ve been around for years, branding is always about the customer and less about you as an entrepreneur.
Check out these 8 tips for developing a strong company branding and maintaining a healthy public image.
1. Go Beyond the Logo
Branding is so much more than your logo and slogan, yet many companies insist on promoting these aspects and forget the rest of the brand story.
To truly learn how to build a brand, you need to go way beyond the logo. Branding is also about originality and creating an entity your customers will connect to. It’s about what comes to mind when they think about your business, what they associate it with and the emotion it evokes in them.
2. Have a Great Product
You can have the best logo and product packaging, but if your product is low quality, you’re wasting your time to build a brand around it. No matter what you sell, it should do what it promises, especially if the price is steep. This is also a part of the branding that tells your story long after you’ve sold the product.
Customers won’t hesitate to take their business elsewhere if you consistently reduce the quality of the product but keep the same price. If you sell cheap or affordable products, customers can expect to get what they pay for. Otherwise, you should never compromise quality over quantity.
For example, if you have an online shirt store and your target customers are companies, wow them with the quality of the fabric and print. Another factor is the shirt design and fit because it shows you care about the customer. You can read more here to learn how to design awesome company shirts that’ll impress your clients.
3. Tell a Story
When building a brand, ask yourself what your vision and mission are. What are you trying to tell the world? Why should people choose you over your competition? How will you help your target customer solve an itching problem?
This is where storytelling comes in. Your brand needs a strong voice, a personality and a strong message to tell your customers. Once you establish the story, apply it to all of your communication and distribution channels, including your logo, marketing, customer service, and product packaging.
4. Consider Your Customer
If you want to brand your business the right way, consider your target customer. Even if you’re just starting out, put yourself in your customer’s shoes. Think about your branding from their perspective, not from your own entrepreneurial point of view.
How will your customers perceive your brand? Can they connect with it? Do they understand it?
After all, you’re building a business to solve your customer’s problems and they need to feel like a part of the story.
5. Offer Stellar Customer Service
Your brand and business would be nothing without your customers and they deserve stellar customer service. Happy customers can very easily turn into brand ambassadors and you don’t have to spend a dime on marketing and acquisition.
Word of mouth, whether it’s good or bad, spreads quickly. If you want your brand to have a healthy reputation, always put your customer’s needs and problems first.
The most important part of excellent customer service is to keep your promises. If you claim to reply to all emails within 48 hours, then do so. If you have a ‘no questions asked’ return policy, then don’t ask any questions.
6. Be Consistent
Want to learn how to create a brand people will remember? Be consistent in every aspect of your branding. Define the colors, fonts, logo, messages, product/service quality, and customer service and stick to them once you’re sure they work.
The only time you should flip the script is if your current branding doesn’t produce any results. It takes time for people to get to know your brand and develop a connection, so stay patient. If you change things constantly, they’ll end up confused and you’ll lose their attention quickly.
7. Send a Clear Message
Your branding should speak for itself without you having to explain it. This is not easy to achieve and requires careful execution of the branding voice. One of the quickest ways to become instantly recognizable as a brand is to send a clear message.
Don’t confuse people by using fancy words, puns, slang or jargon only you understand. Your existing and potential customers should understand your message as soon as they see your branding or land on your website.
8. Provide Value
One of the most overlooked branding tips is providing value to your customers beyond the quality of the product. Value isn’t measured in money and profits – it’s about how much you give to your customers to enrich their experience and lives.
For instance, you can offer them things for free like product samples, courses, guides, webinars, and freemiums. You can also give big discounts to first-time customers and create a loyalty program for your existing ones.
This practice will take your brand to the next level and your customers will keep coming back to you instead of your competitors.
Take Your Business to the Next Level With These Company Branding Tips!
Building a strong brand is one of the first things you should do as a business owner, but it’s not an easy process. If you’re just starting out and don’t have customers yet, base your company branding on your buyer persona and evolve from there.
People respond well to brands they can connect to. If your brand devotes to providing value instead of pushy selling tactics, it’s easy to gain your customer’s trust.
Are you looking to start your own business? Read this article to learn 6 important things to consider before you take the plunge.