Having a brand that conveys the right message about your business is fundamental to its success. If designed correctly it will set the tone and communicate to a specific market that you exists and want their business. A company brand is its identity and should always represent what your business is all about.
One – Your target market
Understand the demographic of your target market. Draw a picture of who your typical customer is. Age, gender, interests, what they think and how they relax for instance are all useful pieces of information when creating a typical customer profile. Once you understand your customer you can begin to create your brand.
Two – Devise your own set of company values
This could form part of a mission statement and is intended to inform how you plan to do business, the standards you will adhere to and the aspirational direction of your company into the future. Your brand would need to reflect your company values.
Three – Develop the brand guidelines
Think about the colours, fonts and shapes that will resonate with your target market. Consider the tone you wish to create such as formal, fun, professional, casual, etc. All these details will inform the form and feel of your brand.
Four – Design the logo
Taking account of your customer base and your company values. Your logo is an important part of your brand and will represent the identity of the company. It’s not necessary to have a strapline if it doesn’t add anything. If you do decide to add words to the logo make sure they support the brand and are not cliché. Consider alliterations that can be catchy and easy to remember. Bear in mind logos are all about making an impression. You need to make sure the impression you create has the intended impact on your market.
Once designed, apply your brand guidelines throughout all of your on and off line media and communication channels. The website, emails, letterhead, packaging, etc should adhere to your brand guidelines. Consistency and visibility of design will help establish your brand in the minds your target market and creates a professional impression.
Five – Be the brand
Establish procedures designed to support your brand. Your brand is your company identity and should embody your values and aspirations. Make sure the tone and feel of your brand is reflected in the style and method of communication. For instance, text and WhatsApp messaging might be a more convenient mode of communication for some demographics than others.
Whether it be via PR articles or direct communication with customers by phone, the way you communicate will either reinforce your brand or confuse it. Straightening out the details at the start will save a lot of hassle in the long term.
Six – Monitor and revise
Constantly monitor your products or service to ensure it meets quality standards and reflects the message your brand is trying to establish. A brand can be easily distorted if it comes to represent a company with a poor quality product or service.
You should also keep a close eye on customer needs and modify the brand if it comes to misrepresent your customer base overtime. This might happen if you’ve had the same brand guidelines for many years and trends in your industry has changed the profile of your typical customer. A brand refresh or redesign should help create a more positive impression and indicates that your business is still relevant.
And finally…
Branding your business to customers is integral to the success of any business, as a customer’s first impression of the company can shape their entire experience. An effective brand can boost credibility, enhance recognition, and differentiate the business from its competitors. By taking the time to set up the right infrastructure to create a consistent and appealing brand that customers will remember will ensure the brand permeates through every aspect of the business.