How branding can help grow your business
When we offer our FREE marketing and media health check, we get a great opportunity to get out and meet businesses and hear their concerns and aspirations.
Often, when looking at ways in which a business can improve sales, one of the first things that we will look at is the brand. Startups may not have a brand name or identity and often well-established businesses have a name and logo, but this does not make a brand.
So what does branding mean and how can it help your business?
The first important thing to note is that branding is at the heart of all marketing, and the ultimate aim of sales.
Branding is all about perception. It’s about how an audience perceives your product or service. Does your brand feel personal, trustworthy, affordable or even expensive? These are important attributes to identify as these are the brand elements that an individual will relate to.
Now if you are a startup and have yet to think of a company name or brand identity then this is the perfect time to read on!
The first step is to take time to think about your audience…
- Who is your target market?
- What age range are they?
- What are their interests and hobbies?
- Are you aiming at B2B or B2C market?
Answering these will mean that you can create a brand identity around it. For example, in the B2B sector, does it need to have a corporate feel?
Are you aiming at the youth market so perhaps need to be more vibrant and current?
There are no hard and fast rules here, you need to research your market and have a gut feeling about what will appeal to that audience. If you need to be more certain consider investing in some focus groups to get feedback before you launch.
Once you have an idea of your identity you can then bring this through into the company name and logo.
But it doesn’t stop there…
This is when branding really starts to make a difference. Everything you do needs to reflect you and your business. All your social media channels should have the same identity.
All ads, exhibition stands, business cards, flyers, stationary, all should bring this brand identity with it. Consistency of message is key.
The whole aim is that as your business grows your brand stands out and is quickly identifiable.
How does branding make a difference?
The reality is that when you are promoting your business 9 times out of 10 the people seeing your ad/tweet/website won’t have a need for your product or service at that exact moment. So you need to be the name they remember when they do!
In the multi-media channel age, hitting your audience on every level means that at every opportunity you need to have a cohesive, identifiable brand that appeals to your audience.
Established brands, its not too late !
If you are an established brand, then work with the brand that you already have. Use the same tips above and slowly update each area to bring your brand together. This doesn’t have to require huge investment, take one channel at a time and you will soon see the effects !
If you are not sure where to start then drop us a line to get your FREE marketing and media health check, we will be happy to help.