Many people mistakenly associate branding with larger corporations that reach millions of people around the world. In reality, branding is a crucial aspect of your business regardless of your size and audience. While ‘brand’ may have become a buzzword in recent years, it still retains its importance and shouldn’t be ignored as an irrelevant cliché. Your brand is what defines your business, how the world perceives you and your product or services, and epitomises the ethos of the company. Do it well and you’re on the right track.
Maintain a consistent presentation.
Your brand shouldn’t begin and end with a logo. If you sell products to your customers, the branding should be included in the packaging and should reflect positively on your business as a whole. Use a high quality sticker printing company to make sure your trademark design and logo features are included on everything you package and sell, and keep an eye on the presentation of anything the customer sees. If your business prides itself on an association with luxury and quality and you send out a product that looks shabby, you’ll immediately damage your brand. Be consistent in all that you do to solidify your brand in the public eye.
Give your business a personality.
If you’re unsure of what your brand really is, go back to basics and try to define your company in human terms. What sort of character traits would you associate with your business? Where would it hang out, who would it want to be seen with? This goes for your customers too – knowing exactly who your target audience is will make it far easier to market your business effectively and efficiently. Develop a persona for your business and your buyers and you’re on your way to a brand.
Know your voice.
The voice of your business refers to the tone you employ when writing content, engaging with customers, and developing advertising or marketing copy. This voice should be unique to your business – don’t try to copy the tone used by a larger company in an attempt to reach their audience; you’ll only come across as inauthentic. It may take time to develop a personal voice for your brand, but it’s something every business should work on. Once you’ve found it, make sure you maintain consistency across the business’s marketing and communications to make a strong impression.
Ideally, every member of your team should be fully on board with the brand of the company and able to embody it through their work. This can be tough if you’ve created the brand after hiring your staff, so it’s best to have a strong brand image in mind before doing the majority of your hiring. This way, you can choose candidates who fit comfortable into the ethos of the business rather than forcing people to work in an unnatural way.
Focus on customer service.
No brand can succeed in the long term if they don’t value the relationship they have with their customers. If you prioritise great customer service from day 1 and remain consistent at all times, you’ll inevitably build a brand that customers see as honest and reliable. Communicate with your customers through multiple channels and be efficient when it comes to handling complaints or queries.