“Brand” is what sets you apart from the other apples in the orchard. Whether your brand is that you are juicier, bigger, or redder than the other apples, it is essential that you cultivate a brand. Without one, clients won’t have a reason to click on your website or call your office. Why would they?
Building a brand is not as difficult as you might think. There are a ton of things you can do to create a memorable brand, one that customers will remember when they need your goods or services. Here is a quick guide on the best way to develop a brand without spending a fortune on marketing.
What’s Your Brand Message?
This is very important. Branding is all about differentiating your company from the rest. The first thing you should do is sit down and think about what makes your company different. Write a list that focuses on your core values and “identity”. Consider why customers should choose you over one of your competitors. Do you want to create a brand associated with budget prices or quality? Maybe you place a high importance on customer service? Anything that builds loyalty is what you are aiming for.
You should be looking to create an emotional connection with your core clientele, in the same way that a loyal KFC customer will stick to KFC rather than eat at another fast-food chicken restaurant, even if it’s cheaper. Branding is a long-term relationship with customers. Unless you stay true to your brand promise, you risk jeopardizing your company’s future. Customers will remain loyal to a brand, but only if the brand sticks to their core values.
Brand Image
Once you have your brand message nailed, it’s time to create a brand image. For this, you need a logo. All big brands have an instantly recognizable logo. You only have to see Apple’s logo on a smartphone to know which company made it. Fortunately, you don’t need to spend a fortune on an expensive graphic design agency when creating a logo. There are plenty of logo creators available online, including the diylogo site, so check it out!
You also need a tag-line. This is normally used in conjunction with a logo, for example, on a website or marketing materials. So, if you sell freshly squeezed organic apple juice, your tag-line could be “fresh from the orchard”.
Brand Integration
Company branding needs to be integrated into every aspect of your marketing, online and offline. Colour schemes should match so everything feels cohesive. It’s pointless creating a smart logo if nothing else matches. Add your logo to your social media accounts too. You are aiming for a time when customers see your logo and immediately know it’s your company they are dealing with. In the same way that you can spot an Audi from a mile away, simply because of the distinctive logo.
Brand building is an important exercise. If you can establish a recognizable brand, you will be able to charge more for your products and services and customers are less likely to desert you when times are tough.
