When it comes to branding, there are a lot of misconceptions. A lot of people think that branding is all about designing a logo and coming up with a clever name. While those things are certainly part of branding, there is so much more to it than that! So here are some of the things you might not have realized about branding. By understanding these concepts, you can create a strong brand for your business that will help you stand out from the competition!
A brand is much more than just a logo or a name. It is the overall image and identity of your business. It is what makes you unique and sets you apart from the competition. Your brand should be reflected in everything you do, from your website and marketing materials to the way you answer the phone and interact with customers.
Creating a strong brand is essential for any business, big or small. But it is especially important for small businesses that are competing against larger, more established businesses. A strong brand can help level the playing field and give you the competitive edge you need to succeed.
If you’re starting to get serious about branding, whether you’re a small business owner or part of a larger company, here are some of the things you might not have realized about branding to help you on your way.
It’s More Than A Look
While visuals are certainly a big part of branding, it’s not all about creating a pretty logo or choosing the right color scheme. Your brand is also represented by your mission, values, and the overall personality of your business. To understand what your brand is really about, you need to strip everything away first, which means not even thinking about logos or what kind of visuals you think represent your brand.
Instead, you’ll want to answer a series of incisive questions about your company, its ethos, and what you’re trying to achieve. What difference does your company want to make? If your brand had a personality, what words would you use to describe it? And what specific things make your brand stand apart?
Think About Your Target Audience
When you’re creating or refreshing your brand, it’s important to think about who you want to attract with your branding. What are their needs and wants? What do they value? How can you appeal to them? Your target audience should be at the forefront of your mind throughout the entire process. After all, it’s their opinion that really matters!
If you already have an established business, take some time to talk to your customers. Pay some of them to take part in branding workshops led by experts. And think about working with professionals who can help to understand your target audience and help set a brand strategy – a branding consultant can be a good fit here.
‘Voice’ Is A Key Part Of Branding
Your brand’s voice is the way you communicate with your customers and potential customers. It should be consistent across all channels, from your website and social media to the way you answer the phone and interact with people in person.
Your brand’s voice should reflect its personality. If your brand is friendly and approachable, your voice should be too. If your brand is more serious and formal, then your voice should be as well.
Your brand’s voice is something that you need to be aware of at all times. It should be reflected in the way you write your website copy, social media posts, and marketing materials.
To ensure all employees live and breathe your brand’s voice, you’ll need to come up with some tone of voice guidelines. Include examples of words and phrases that do and don’t reflect the voice of your company.
Branding Is Not Advertising Or Marketing
Branding and advertising are often confused, but they are two very different things. Advertising is just one part of marketing, which also includes things like PR, events, and sponsorships.
Marketing is about getting people to know, like, and trust your brand. It’s about creating awareness and interest in what you do.
The responsibility for branding is often mistakenly assigned to an advertising or marketing team in larger companies, but there needs to be recognition that branding is a standalone discipline.
A brand strategy should be created by a team of experts, including market researchers, psychologists, and designers. This team should work together to understand your target audience, what they want and need, and how your brand can meet those needs. So if you do not already have this kind of expertise within your company, find it!
It’s An Ongoing Process
Branding is not something you can just set and forget. It’s an ongoing process that needs to be managed and reviewed on a regular basis.
Your brand will evolve over time as your business grows and changes. As you add new products or services, your brand will need to adapt to reflect these changes.
You also need to keep an eye on how your competitors are branding themselves. If they’re doing something that’s working well, see if you can learn from it and apply it to your own brand.
Don’t forget to review your brand regularly internally too. Check in with employees and customers to see how they perceive your brand. And make sure you keep up with the latest branding trends so you can stay ahead of the curve.