Friday, April 5, 2013
Branding is one of the most important aspects of any
business, large or small, retail or B2B. An effective brand strategy gives you
a major edge in increasingly competitive markets. But what exactly does
"branding" mean? How does it affect a small business like yours?
Simply put, your brand is your promise to your customer. It
tells them what they can expect from your products and services, and it
differentiates your offering from your competitors'. Your brand is derived from
who you are, who you want to be and who people perceive you to be.
Are you the innovative maverick in your industry? Or the
experienced, reliable one? Is your product the high-cost, high-quality option,
or the low-cost, high-value option? You can't be both, and you can't be all
things to all people. Who you are should be based to some extent on which your
target customers want and need you to be.
The foundation of your brand is your logo. Your website,
packaging and promotional materials--all of which should
integrate your logo--communicate your brand.The logo is the first impression, of not just who a company is, but how trustworthy it is – and in turn, how much a consumer will open up.
DEFINING YOUR BRAND AND LOGO
- What is your company's mission?
- What is your company’s aim?
- What are the benefits and features of your
products or services?
- What do your customers and prospects already
think of your company?
- What qualities do you want them to associate with your company?
