How to Brand Your Company
What lasting impression do you want for your company to leave with your niche market online? Having a website is not enough. Knowing how to brand your company is essential for that success.
What is a Brand?
Entrepreneur defines it as “the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products”.
Consider the logo of Facebook or of YouTube, perhaps. With just a glance of the colors or letters on their logo, you could tell that it’s them or that a specific piece of content came from their platforms.
Likewise, a brand is the soul of your company. It is the ultimate experience that you impress upon people and provides them with a picture of who your company is and what you are about. That is how a strong brand is not easily forgotten — people can pick up clues and associate them with the brand.
Related Blog Post: Why Branding Matters: Understanding Consumer Preferences
How to Build Your Brand
Everyone is unique. We all have our own peculiar identities that make us stand out from others. Even twins and triplets are not perfectly the same.
“The adjectives and characteristics that make up your brand ideally differentiate you from your competitors and provide a clear understanding of what your business is not only capable of doing, but also what it is known for.” – Lou Imbriano
Similarly, your company has its own identity that makes it different from other companies. What makes you unique? What do you intend to fulfill and who do you want to attract?
You can define your brand in the following ways:
1. Create Your Mission Statement
Do you have an elevator pitch? If you had 30 seconds, could you answer the question of what you do and leave people wanting for more? Why should people buy from you?
Develop this into a brief mission statement that is actionable. Here are some guide questions:
- Why did you start your company?
- What is your mission?
- Who are your target clients and how do you plan to attract them?
- What is the nature of your trade?
Remember: You can talk to us about brand development for your company.
2. Define Your Target Market
This takes research. Will you market to retirees in Florida or recent college grads? Don’t try to be all things to all people as it can only leave you confused and stressed out.
Narrow down your market. Otherwise, you risk getting lost in the noise of online marketing.
Have a specific picture of your target clients or customers. Write down all the traits that best describe them. How would you connect with them?
3. Develop A Consistent Voice
How do you communicate with your target market? Your voice must be consistent across all modes of communication. This includes print, social, email, office environment and in person.
Keep your voice conversational and friendly. Allow people to feel like you are speaking directly to them. All throughout, stay consistent with your company voice.
4. Develop a Tagline
You’re ready to shout out to the world in a few words the essence of your brand. According to Forbes, a tagline should be functional and memorable with a little personality thrown in.
5. Create Your Logo
Think of your logo as easily identifiable and easy to associate with your product or service.
Color is also an important aspect of your design. Some colors don’t contrast well and make edges blurry or hard to read. Need some ideas? Try out different combinations with this color chart.
Once you have your brand set up, incorporate it into everything you do. That could be your company’s packaging, email and social media campaigns, ads, blogs, videos, webinars, and presentations. Consistency is key.
Ways to Market Your Brand
Branding isn’t all about a product. It is neither all about the people you want to connect with. It’s about you—your company’s own unique identity.
When you are clear about who you are and what you aim to accomplish, it wouldn’t be very difficult for you to express your self online. Here are five ways you can do to promote your brand:
1. Social Media
Facebook and other social media sites thrive with a lot of potential clients. They can be your next door neighbor or someone else who lives offshore. With this in mind, who knows how far your business can reach?
A recent research in the United States shows that 7 out of 10 Americans engage in social media. This means that having a great opportunity to market your business to a variety of people.
Having a social media account is free. It allows you to share your message, have your own group of loyal followers, and interact with your current and potential customers. Post, share, like, and stand out!
Related Blog Post: Using Social Media Strengths to Promote Your Brand
Businesses inspire when they have happy customers and followers. Find a way to keep them upbeat and interested. The stories they share and the happiness they radiate can drive others to you in return. They help build your company’s credibility as well.
You can share their stories on your website, social media, and other available platforms. Don’t forget to thank them in return. For this, you can give them freebies and other tokens of appreciation.
3. Brand Ambassadors
Let your workers and colleagues promote you. Having them by your side and establishing good relationships with them are things that you can always treasure.
You can find brand ambassadors in your:
- Group of clients
- Fellow entrepreneurs
- Other areas of life
You don’t have to be perfect or put up a face in order to win them. You can promote your brand by sharing to them your real self. When they see your potential and innate goodness, they’d be happy enough to tell others about you.
Producing good content can help you make the most out of your company’s online identity. You can do this through blogs, which can make it convenient for people to know more about you and your message.
They help bring out your voice and approach to the public. Search engines also love it when you have good content, thus, increasing your chances of getting easily seen on the web. Let people know what you’re about, and talk them to it.
Perhaps, you can ask this question: How can you make your company the haven of potential consumers and followers?
Your fellow entrepreneurs aren’t necessarily your enemies in the field. In fact, they can be your avid supporters as well. You can team up with another company to market your brand.
If you’re in the massage business, for example, why not collaborate with salons and spas to help increase your clients? You can do this through vouchers, gift certificates, and the like. The same goes for other industries.
Collaborate with those you know you can depend on, and together you can provide wonderful solutions to a variety of consumers.
Defining Who You Are
Branding draws out more opportunities for your company. It paves the way for clearer and more productive ways of achieving your mission. It doesn’t have to be complicated and expensive.
Think of creative and efficient solutions in finding out How to Brand Your Company. If you don’t know how to go about doing it, you can always approach experts like Slapshot Studio to help you out. We also have valuable resources that you can use online. Develop your brand and stand out!
If you have comments, questions or suggestions about How to Brand Your Company, leave a comment below. We would love to hear from you!