Once you’ve chosen a business name and designed your logo, it’s time to begin branding your organization. The most obvious element of branding is consistent use of your business name, logo and tagline, but branding is about communicating much more than just the products and services your business offers. Branding can also communicate:
- Your company’s culture, mission and values
- Your targeted customer demographic or product niche
Providing Your Customers with a Consistent Experience
Consistency is the most important element in building a strong brand and attention to detail is critical.
Employees and vendors often cringe at a large company’s thick manual of strict branding guidelines but consistent use of logo colors, fonts and a tagline is actually the simplest element of branding. Other, less obvious ways to brand your business include focusing on both excellence and consistency in a number of harder to control areas:
- Website Presentation and Content
- Social Media Content
- Printed Materials
- Buildings, Vehicles and Dress Code
- Customer Service
- Community Involvement
Your small business probably doesn’t need a 19-page marketing and advertising guideline manual like the App Store, but be sure to obtain the Pantone (PMS) colors and fonts from your logo designer and use them consistently throughout your printed and online materials.
Creating and enforcing written guidelines and timelines for your website, social media, vehicles, printed materials, building décor, dress code and customer service standards will help your business portray a strong, positive image.
Branding is not a “once and done” project. Like other relationships in your life, your relationship with your customers and prospective customers demands regular, consistent attention and action. In the weeks to come, I’ll talk about how to establish and implement a plan that supports continual growth and development of your small business.
Contact us for a comprehensive review of your company’s marketing and sales activities, with recommendations for optimizing your return on investment.