Crafting a strong brand can be a long process for some businesses while others can get it done much quicker. No matter your timeframe, having a strong brand elevates your product or service. With the right branding efforts, you can shape your customers’ perception of what your company stands for. A strong brand resonates with your customers.
Creating your brand involves many steps. Let’s look at what’s involved so you can establish your brand.
What is a brand?
Branding is the way your business is perceived. It differentiates you from your competition.
Who is your audience?
Before you can create your brand, you need to know who your target audience is. Research where shop, what social media channels they are on, and which hashtags they use.
What do you know about your target audience? Do you know their age, interests, and occupations?
The more you know about your target audience, the better you’ll be able to speak to them through your brand.
Create your brand personality
What will set your business apart from your competition? We recommend you write a list of adjectives that describe your business’ character. Are you youthful and edgy or are you mature and reliable?
Then, think about the story you want your brand to tell. A story helps your audience more easily connect with and relate to your brand. Your story is made up of your mission statement, your core values, and the value you offer.
Choose the right business name
A good business name can make your branding easier and help you immediately convey what you do. But we all know that choosing a business name isn’t easy.
You want to have a simple to pronounce, short name because it’s memorable. Also, keep in mind your business may grow and you want a name that allows for expansion.
Your final step in the name creation process is to have an attorney conduct a search to see if the name is available. You don’t want to spend a lot of time and money creating your brand only to be told you can’t use it!
Craft a tag line
A catchy tag line will capture what your brand is all about. It should sum up in very few words the values of your brand while being impactful and memorable.
Have a logo created
Your logo is the face your business presents to the world and it can greatly impact how you’re perceived.
Spend the money and have a graphic designer create a logo for you. You want to present a professional appearance and using a logo that looks like a 5-year-old created it will do your business more harm than good.
A graphic designer will work with you to choose the right color palette for your brand. They know that blue is associated with trust, water, and the sky and red symbolizes power and provokes appetite. A designer will also help you choose the right font for your logo and tag line. Different fonts send different messages, and you want to send the right message to your potential customers!
Build your brand voice
Your brand voice is your style of communication – the way you talk and write to your audience. Your brand voice should be consistent in everything, from your website to your social media, and even in how you talk to your customers.
Let your personality shine through your brand voice. If you’re a fun person and your business is fun, then your brand voice should reflect that. There is a fine line between being fun and silly. Learn towards the fun to remain professional.
For your brand to be effective, you need to be consistent in your use of your brand. Anything you create or do as a business should be branded.
Your printed materials should also reflect your brand. Your business card, brochure, and anything else you have printed should have the correct color palette with your logo.
Add your logo to your email signature. It’s another great way to brand your business every time you send out an email.
Consider strengthening your brand by having custom merchandise created for your business. Have shirts embroidered with your logo to wear when networking or meeting with clients. Branded mugs or tote bags are memorable and can be given to clients or used at trade shows.
Do you need help with your branding? The experts at Blue Lilac Marketing Group are here to help!