Many business owners fail to see the importance of branding.
Every single business has a brand.
A brand is more than just your colours, tagline, or logo. It’s the way your customer feels when they use your products or services.
Everything you do in your business conveys your brand.
Your brand is:
- Who you are.
- What you stand for.
- What you can deliver.
- What your customers can count on.
- What your customers associate with your business.
There are many products and services just like yours in the marketplace. To truly differentiate your business you need to establish it in the minds of your potential customers.
To establish yourself in the mind of your customers as the “go-to” for your industry you need to establish a recognizable brand and you need to have good marketing.
The reason that people purchase your product and services rather than your competitors is that you are unique in some way.
Perhaps you have a better product, faster delivery, or better service. When you establish a brand you communicate with your potential customers the unique value your business has to offer from the start.
Your business is not just about your services or products. It’s all about what people think, feel, and believe about your business.
Key points to successful branding:
- Successfully brand your website.
- Have amazing customer service.
- Integrate customer feedback to improve your products and services.
- Be consistent in what you deliver.
STEP 1: Register a Domain Name
Registering a domain name is an important part in establishing your brand. A domain name essentially represents your company in the online space. Even if you have no intention of having a website it’s important to purchase the domain name associated with your business so that no one else purchases it.
Finding a domain name that represents your business can be confusing. However, there are several steps you can take to make this process much simpler.
STEP 2: Get a Logo
A logo is essentially a symbol that represents your business. It’s a succinct and efficient way to communicate what your potential customers need to know. It becomes a recognizable and representative part of your brand.
Your logo can make a significant impact on your public perception. It’s an important branding investment to make at the start of your business. This is because a logo is used everywhere, from your brochures, business cards, and signage to your website and social media presence.
There are many places across the internet where you can have a logo designed.
Here are a few suggestions:
- Use a logo design company like 99 Designs.
- Hire a logo designer on Fivver.
- Start a logo “contest” on Freelancer and choose the best.
- Hire a friend or family member who is talented at designing to design your logo.
- Use a free logo design website like BrandCrowd.
How to choose a logo:
- Define the feeling you’d like to convey with your brand and your brand colours.
- Select an option above for logo design.
- Make sure the logo is recognizable, clear, and not a copy of another brand.
- Make sure the fonts are easy to read.
- Pick a logo that has all the design elements and elicits what your brand wants to communicate to potential customers.
STEP 3: Design Your Brand
Identify how you’d like your brand to look and feel. An easy way to do this is is the following:
- to do a brainstorming session and consider 3-5 brands you love.
- Write down 3-5 words describing each brand. These words might be things like “fun”, “streamlined”, “stylish” or “honest”
- When you have the terms for each of your favourite brands look at them all and notice what the repeated terms are and take note of 3-5 terms that are common amongst each list. This list is the basis of your own brand. What your brand will look and feel like.
Use this list to help guide branding decisions such as:
- The tone of the copywriting in your marketing and website
- The photos you use
- The colours you use for your brand
- Packaging of your products
- The name of your products or services
- Other businesses you collaborate with