We hear so much about branding and making a name for your business. But how important is it really? Can it actually make a difference in your business success? You bet it can!
But before digging into how branding can make a difference in your business, I want to clarify something. While this post is about the visual side of branding, it is NOT just about visuals and colors and fonts. It is comprised of many other things, like how your brand makes people feel, what it makes them think of when they think of your brand … or you! You can have a lovely brand that meets all the qualifications I talk about below, but more than those things, your brand is you. In today’s digital age of social media and email marketing, it’s that warm fuzzy feeling you get when you think of a product or service you love, or that icky, lack of trust feeling you get when you see an email or social media post from the brand owner. But that’s another topic for another time, as today’s topic is the visual side of branding.
Think back to businesses that have caught your eye in the past. What was it that drew them to you? What made you remember them? Oftentimes you can pinpoint that one thing that really stood out. Perhaps it was their logo or catchy tagline; a statement about their commitment to customer service, or even something as simple as their corporate colors. Whatever it was, it caught your attention and you remembered that business because of it. As you began to notice them more online or on Facebook and Twitter, you began to feel comfortable with them. The more you saw of them, the more you were convinced this was the company you wanted to do business with; and when the need arose, you contacted them. Now THAT is exactly how the visual side of branding works. You build that recognition (in addition to the trust) and then businesses want to do business with you. However, with branding it’s important to do it well.
Here are three tips to help you brand your business and become the company people remember:
It’s all or nothing – When you consider your branding, think about the entire picture. This is an area where you want to be fully vested. You want to create a complete picture of who you are and what you do. How do you do that on the visual side of branding? One word—continuity. That means your website needs to match or compliment your Facebook page, which needs to match your blog, and so forth. This one step alone can make a considerable difference in how your company is perceived.
Take a minute now to go review your business image. If someone were to visit your website, would they recognize you from your Facebook page, Twitter account, online marketing, and more? If not, decide how you can change that, and start making those changes now to develop that continuity throughout all of your branded sites.
Build Confidence by Conveying the Best About You – Too often we don’t realize just how much a difference the right verbiage can make in conveying a message accurately. This is especially true in branding. The wording on your website, information on your Facebook page, Twitter, etc., speaks volumes. Make sure it represents you well. Not only do you want to connect well with your audience, but you want them to get a glimpse of you and the personality behind your business. Once again, it’s all in the confidence you create as you brand your business. So take steps to build that confidence right from the beginning.Branding ... what do people think or feel when they see your brand?
Also, make sure all your information is up-to-date so it represents who you are now. So many change course in their business as they grow; yet that change is not reflected anywhere. It’s so easy to do, too. As you grow, be sure to update all your marketing efforts and branding. Make it a standard practice to review all your information on a regular basis just to make sure it stays current. If you can’t do it alone because you don’t have the time or experience, then that’s where a professional can help. They can take over and make sure your web copy, marketing, and everything else related to your brand, reflects the new you.
It’s A Journey – One important thing to consider with your branding is just because it’s all set up doesn’t mean it’s over. You have to continually keep your brand in mind when you market and network. Let’s talk briefly about networking. Say you have an upcoming event scheduled. Make sure everything you take to the event represents you and your current brand. Remember it’s more than just handing out a few business cards, although they are an important piece of your marketing. Review your business cards if you still use them, any printed materials you send out or have at the event, and ensure everything you use to promote the event (digital or printed) is up-to-date and fully represents your brand. There can be quite a bit of prep work involved, so start early. You don’t want to be doing this a day or two before the event. Planning is critical.
It’s all in a name and when someone sees your name, you want them to think not only of the services you offer, but more importantly of the quality you give. It’s so easy to do, but it does take planning. And if you need help, remember there are online marketing support specialists available to help you with every aspect of this. Look for their guidance to do it well and give your company an image that will stand out in the crowd.
If you need help with the visual side of your branding efforts, let me know. It’s what we do and we’re happy to help!
In business since 1991, Terry Green is the founder/CEO/President of BizEase Support Solutions, an American-based, online marketing support company comprised of a team of talented professionals from around North America. BizEase excels at providing speakers and business coaches worldwide with seamless online marketing solutions, from setting up ecommerce solutions, membership sites, web design and maintenance, to writing blog posts and managing Social Media and PR campaigns. BizEase clients (who span five continents) take great joy in allowing the BizEase team to take care of the details so they can get back to doing what they do best! Click here to get our bi-weekly tips ezine delivered to your inbox every other Friday, with tips on plugins, apps, and tools to make you more productive today!