The first step to nurturing a successful business is getting yourself noticed! Getting noticed is the one thing that every business wants in order to drive sales forward and raise your profile. It might be through marketing a great product or service, through social media interactions or networking events or even just by word of mouth and referrals. It doesn’t matter how people notice you, just so long as they DO!
However, once people have noticed your business, you then have the task of getting them to remember you. If they remember you, they are more likely to keep coming back and more likely to refer your businesses to people they know, which in turn drives more business your way!
Brilliant! So now we know what we need to do… but how exactly do we do it? By developing a brand identity!
The differece between a logo and a brand
When people talk about brands, its easy to just think of a company logo and think that it ends there, but there is so much more to a business than just the logo.
Think of your business as if it were a person. If you were given a name and shown photograph of a persons face that you have never met before you still wouldn’t know much about that person. You might be able to make some assumptions based on their hair style, their gender, possibly their fashion sense, but you wouldn’t know much more than that. You wouldn’t be able to say that you know that person at this stage. This is like seeing a company logo, a name and an image but nothing more.
But what if you were given access to that persons Facebook page? Then you would start to build a stronger image of what that person is like. Their likes and dislikes, hobbies, education, how they interact with other people. You start to get a better understanding of what that person is like and see their personality start to shine through. This is like your company brand!
Your brand identity is the personality of your business. It’s what makes your business unique and what makes it stand out from the competition around you! Everything from tone of voice to the use of colour and images. Branding gives your company a professional persona, ensuring that your business is instantly recognisable and, more importantly, memorable, and giving your customers a reason to trust you.
So where do I start?
Your Company Logo
A brand is so much more than a logo, but a logo is a good starting point. It is the first thing that your customers / potential customers see and what gives them the first glance at what you offer as a business.
So the first thing you need to ask yourself is: Is my logo right for my business? Does it give potential customers the right impression about what I/we do?
If the answer is yes, then that’s a great start! But you still have some more work to do! Now you move on to developing a strong and meaningful brand identity for your business. Don’t worry, I can help with that!
If the answer is no, then there’s a little more work to be done, but at least you can make the right changes to start projecting the right look and personality to potential clients!
Your company BRAND
Developing a brand basically means bringing everything together so that no matter where your clients find you, they will know its your business they are seeing! This will help to build their trust and make your business memorable over time.
Often business develop and add new things as they grow, which can sometimes lead to an inconsistent brand. For example, they may have started the business and had the logo designed in 1998, had a new website designed in 2006, a re-vamped product brochure created in 2009 and then maybe they signed up to social media sites in 2012. During this time period, styles and technology have changed. The logo that was the height of fashion in 2002 may now look a little dated. The website now may not be easily accessible on a mobile device, and maybe the photography that was done for the new product brochure doesn’t match what’s on the website. This is an inconsistent brand.
Creating consistency in all areas of your business is what makes your brand prominent and makes sure your customers know exactly who they are dealing with. In the same way that a person grows and changes as they age, so does a business, and that’s why the brand also needs to develop with it.
If you would like some advice on how to develop your brand identity, please contact me and I will be happy to review your branding and offer advice!