- December 21, 2018
- Posted by: TRWCBlogger
- Category: Branding
If you’re running a business, you most certainly see yourself wearing more than one hat. You work tirelessly to build a strong customer base, supervise a workforce and, at the same time, ensure that your financial commitments are met. It can sometimes be difficult to define your priorities at work. Every task seems to be equally important, and before you know it, you find yourself overwhelmed with things that need to be done yesterday. At least, this is my typical work day scenario.
With all this mayhem going on, it’s easy to assume that branding your business is something that can wait. After all, with those unpaid bills stacking up on your desk on daily basis, you hardly have the time to focus on branding your business. While juggling too many things at a time, you completely lose sight of the most important aspect of building and solidifying a business. By not paying attention to creating a brand and creating an awareness around that brand, you’re unknowingly depriving your business of the highest potential it can reach. You’re nurturing a business that could gain a stronger foothold in the market, if only it had the backing of a registered and popular brand.
The branding process does involve quite a bit of work, but if approached in a right way, it doesn’t take long to promote a brand that potential customers can identify and connect with. So, what does it take to create, own and promote your brand?
1. Get to know your customers.
Your brand is an extension of your business. It reflects your and your company’s image. You must pay attention to the message you intend to relay to your target audience, through your brand. You should be clear as to what type of audience will find appeal in your products. Identifying your customer is a very important part of the brand-building process. For example, a company selling extreme sports products would probably opt for loud and flamboyant branding, whereas a law firm would prefer something subtle with emphasis on professionalism. It’s about understanding your niche and representing yourself in the smartest way within that niche.
2. Invest time in creating your logo.
A logo is an effective pictorial representation of a brand that encapsulates the ethos and nature of the business in one swoop. Therefore, investing time in designing a logo is important. In my experience, there have been many occasions where a new business feels the need to inject as much information as possible into the logo, only to find that the result is noisy and drab.
It can be easy to assume that designing a logo is an expensive endeavor, which is why many business owners take to the internet for cheaper alternatives — only to find that they’re in receipt of a logo that looks like countless others, and does little to effectively communicate the brand.
When creating a logo, it’s important that it clearly reflects the brand as well as its goals. It can really be worthwhile to get the right kind of graphic designer on board. This will ensure that your logo looks professional. Sometimes, it’s not just the design, but the choice of colors and other elements of a logo that work magic.
3. Trademark your brand.
Now that you have a great logo representing your products, wouldn’t you like to have exclusive rights to it? How would you feel if someone else launched these products, with the same brand name? What if he was prompt enough to officially register that brand in his name before you did? All those years of hard labor will go down the drain instantly. Of course, you could file an injunction against his using the brand, but do you want to get embroiled in a time-consuming legal battle? Therefore, it’s wise to get your brand registered with federal trademark offices even before you start promoting your brand. You may elect to hire a consultant who can help navigate these complicated waters.
4. Make the right first impression.
Whether this is your first business launch or an existing business going through a rebrand, it’s important that you make the right impression in the first instance. Pay attention to customer service. If your marketing campaign can persuade people to make a purchase, then the last thing your business needs is to be let down by poor customer service.
Offer avenues to your customers for after-sale service and general inquiries. Your entire staff needs to be well-trained and capable enough to offer a great service overall — otherwise, the whole process of branding could soon lose traction.
5. Research the competition.
Competition fuels the world of business. It makes the marketplace more exciting. Every now and then, you must do a little research about your competitors to see what they’re doing right, and how you can stay ahead of them. Focus on your unique selling points. There’s no sure shot way to beat the competition, but standing your ground with authenticity and integrity in a competitive world will earn a lot of kudos for your brand moving forward.
6. Ensure your branding is consistent across all platforms.
After you trademark your brand, you’ll necessarily have to maintain consistency across all platforms. Your brand will have to be displayed everywhere, in exactly the same design, format and colors as you submitted with the trademark offices at the time of registration. Keeping branding consistent ensures that the information relayed to people is not misleading or confusing in any manner. When people see a well-established brand, they instantly recognize the products. This is a great advantage of having a brand in the first place. Imagine the benefits you can reap over time!
A brand registered in your name is like owning a piece of real
Culled from Forbes