5 easy ways to build your business brand
By Publicity Heaven writer Adam Constable
Your business’s brand is not just your company name, logo, website or your adverts. It’s actually all of these things and so much more.
Every communication, every email, web page – even the way your team answer the phone – all of these things contribute to your brand.
See, your brand is the personality of your business. And that personality is set by how customers perceive your business.
You may think your business is young and funky; but in reality it is not unless your customers see it that way.
Here are 5 easy ways to build your brand:
1) Be distinctive: To stand any chance of gaining market share, you must differentiate from your competitors. The more of a contrast your brand is from theirs, the better. Because if your customers can’t see a difference between you and them, it’s harder for you to make them pick you (especially if your competitor is bigger than you).
2) Be consistent: Branding works best when you pick something and use it all the time. The same colour, the same font, the same way of writing your business name. A weak brand used consistently is often more powerful than a strong brand used inconsistently.
3) Be persistent: It’s really tempting to tinker with your logo, isn’t it? But it’s really not worth your time and energy. Get a good logo designed once and stick with it. When you want to tinker with it, ignore the urge! If you must play, get a designer to bring the logo up-to-date without changing the core design too much. Think evolution rather than revolution.
4) Be protective: Don’t let anyone muck around with your brand. If people publish your logo, give them a specific jpeg file to use. If they write your business name, make sure they spell it correctly (in particular watch out for people adding “Ltd” to the end of your business name… if the word “Ltd” isn’t part of your brand, don’t let people slip it in).
5) Be everywhere: The more your brand appears in front of prospective customers, the better. This doesn’t mean you should go out there and start placing adverts to “build your brand” or invest thousands into sponsorships… the best kind of advertising continues to be direct response advertising. However you shouldn’t be afraid to plaster your logo over everything you do, and make sure that every time your customer has a contact with your business, they are being exposed to your brand.
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