The Basics Of Business Branding
How to build your brand to be unique and
In the free market, your brand is what makes you different from your competitors. It is what gives you a clear
sense of where you are at and what you want to achieve. It is also important for gaining customer loyalty.
While the design is the first thing that immediately makes your brand stand out, it is your story that gives all
those things a purpose and something that is going to resonate with your customer base. In the following segments,
we are going to discuss the basics of business branding:
|When you are starting a business, you are inevitably building a brand, which can
over time become a well
reputed business if you approach it with careful planning and follow the basics of business
Start With a Promise
The most important question that you need to ask yourself when it comes to your business concerns the things
you really believe in. What can your business do for your clients? Keep asking yourself
that and cover various aspects of your company. Eventually, you will be able to determine your brand’s identity.
It is not an easy job for everyone, but it is an essential step every business needs to take.
Remember that you are not looking for a tagline. It is rather a principle from which you can derive a tagline,
as well as an idea which can help you come up with the right logo and design. It will also help give your business
a feeling of purpose. You will know that you have found your promise once you come up with a statement that brings
your company to mind even when it’s read out of context.
Deliver the Promise
If you want to succeed with your branding, you need to promote your strengths. What are you truly good at? Then
it is all about delivering your promise by using your strengths, which are often referred to as brand values. It is important that your value match with what your customers require. Ask
yourself the questions – What are my customers driven by? What makes them buy? You will learn that most often it
is more than just the price of the performance.
Feel free to ask your customers how they feel like when they do business with you. Also, ask prospective
customers what they expect gaining from you when it comes to purchase decisions, in order to gather the necessary
information that will help you develop your business and brand. If your customers are not satisfied, you should
reconsider what you are offering or whether you are targeting the correct audience.
|Your logo is an important part of your business brand recognition that
builds customer loyalty,
when you consistently deliver on your promises, to meet your clients needs and
Build Your Brand
Next to giving your customers what they want, you need to focus on having a consistent service as well as every
other form of contact that you have with them. Once defined, your brand values need to be communicated consistently. Every contact that you have with a prospect need to reinforce those
values. You need to keep in mind the key items such as your business name, your product names, slogans, your
logo, the style of your stationery, packaging and pricing of your products, your marketing efforts, your
premises, and your business website.
All of these items need to be consistent with your brand values. If some of them fall out of line, they could
damage your brand. You have made a promise to your customers, and if you fail to fulfil it, they will not buy from
you again. A particularly important item for your customers is your logo. It needs to have a policy behind it, so
that it is consistently used, and its quality is always ensured. It is one of the items that creates the unity of
your brand. It needs to be consistently implemented into your design, and work as a message that ensures your
customers that your promise is true. It needs to be a part of everything, from your brochures to your premises. You
can even use some premium poster frames to present your logo throughout your offices for everyone to
Review Your Brand
A brand remains successful as long as you preserve its values in your customers’ eyes. When you review your
brand, you need to keep in mind that both your customers and employees have built a kind of relationship with it,
to the point of feeling a sense of ownership. This means that you need to be very careful when you make changes.
Make use of the feedback that you get from your customers and staff so that you are always in touch with how your
brand is being perceived.
Believe in Your Brand
The fact is that branding is not easy. It is essential that you focus on your customer base and meet their needs
and desires. However, ownership of your brand is also vital, so while focusing on your customers’ needs, you also
need to control what you want your business brand to mean to them. Finally, be honest, because if you don’t believe
in your own brand, no one will.
Tony Solomon is a former LA-based translator turned writer. Currently, he is one of
the senior editors at MediaGurus. Tony is well-versed in doing heavy research while striving to write high-quality
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