First, some branding concepts:
Branding is the sum of your company and its interactions based on your values. This means, that whatever your company says, it’s a reflection of you. Branding is the relationship between you and your customers.
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Your brand is the emotional perception of your business, wrapped in graphic elements that will make your company memorable. Your brand goes beyond your logo. It is also the colors, type of photography and graphics you want to use with advertising and marketing campaigns, store signs, employee IDs, you get the idea.
You have to think about all what you can’t see… but read and feel. This means that your branding is the marketing strategy, public relations, and every other interaction: phone, email, website and social media combined.
Think as a customer. When you find something online you are interested in buying, you expect a complete experience: from heading over to the company’s site, having an easy-to-browse site that will give you all the information you need; to its social media channels where you might ask a question over Twitter… up to the point where you head on to the store and purchase the product.
You not only see a consistent logo and colors, but you also get the same type of service throughout the purchase experience. This will leave you as a happy customer and make you return again for additional purchases, and you will refer them without hesitating to your family and friends. Your clients will do the same. If they have a great experience with your company, they will refer you to their family and friends.
Here are a few pointers on branding and your business:
- Use your logo everywhere where needed: store sign, business cards, delivery trucks, marketing collateral.
- Create a tag line. This is the base of your branding. This is where you set the tone of your global communication. Is your brand friendly? Formal and serious? Use this same tone all throughout your materials on and offline.
- Develop templates. It might not be a usual suggestion, but having a stationary template with your brand will make it easier for you and your collaborators to stick with it. Use the same colors, logo placement, fonts. Use what you have at hand, and make it count.
- Be consistent and true to your brand.
I hope this helps you understand the importance of branding for you and your company. If you have any questions or comments, you can leave them bellow.
For more on personal branding be sure to listen to episode 12 of NBN Radio with John Morgan, author of Brand Against The Machine.
Kitty Florido is a designer and photographer based in Guatemala. She has broad experience in marketing planning for several industries, focusing on corporate image for her clients in Central America, US, Canada and México. Contact her on LinkedIn or Twitter.
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