10 Things Small Businesses Need to Consider When Creating a Brand
How do you stand out amidst the rising sea of start-ups? How are you going to convince a consumer to choose your product along the aisle? How will your service outshine hundreds of other competing businesses in your industry?
The answer is simple: Branding.
Branding takes time and is certainly not for the faint of heart. Even if you have to redecorate your office and change how your personnels dress to work, your branding strategy must do whatever it takes to best communicate the fundamental ideas and core values of your business.
Depending on your industry, your brand has to represent your product as well as the image you want your target market to perceive. To do that, focus on identifying the kind audience you want to attract. Tailor your branding strategy to the needs of your customers, then deliver the kind of service they won’t be able to get from your competitors.
Everything that your consumers see, hear, and touch instantly differentiate you from your competitors. An effective branding strategy makes sure all this is done successfully. A strong brand creates the perception that there is no product or service like yours. It can just be your product’s ease of use, an affordable price range, different modes of usage, or a quality shopping experience, but a consumer’s expectations must be met, and your brand has to bring something deviating from the ordinary.
There are many different types of branding, including corporate branding, individual branding, product branding and service branding, just to name a few. Nevertheless, all types of branding comprises the following 10 elements:
The brand name is the most valuable element of your business. When planning to identify your company, product, or service, pay close attention to your word choices – What is your message? What can customers expect from you? How are you going to say it? The words you use to name your brand should carry a positive impression for your customers as well as to the general public. Ideally, your brand name should restate the vision and mission of your business.
Where else would you go other than Nokia when “connecting people?” No doubt it’s Nokia. A catchword comes in handy when creating a brand image. Naturally, your tagline has to communicate the feats of your business, so your phrase has to be consistent with what your brand promises to deliver. A successful tagline boosts your business brand by reinforcing the public’s memory of your product or service.The simpler it is, the more power it holds to build customer loyalty.
Conveying your brand image involves creating so much more than designing a pretty logo. A logo is simply the visual representation of your brand. The most effective logos are iconic – they’re unique in design and instantly recognized. Besides being attractive, your brand logo has to carry a certain emotional value to consumers – along with your brand name and tagline – to create a strong mental image in the consumers’ mind.
Brand identity comes in tangible shapes too. Apple has established a legendary motif on their business strategy simply through the language of their classic minimalist design. As the world’s most valuable company, they continue to reinstate the promise for developing their technology to keep producing state-of-the-art gadgetries for consumers – thus their constantly evolving corporation. Everything from the iPhone, iPod, to the iPod never fails to impress consumers with the brand’s signature glossy whites, elegant opaques, and shiny metals.
Why do banks tend to use the color blue to represent their brand identity? To inspire a sense of security for your financial goods. The more often you see the shades of blue on a Citibank headquarter, the more you perceive the brand as a trustworthy one. You see, color is a crucial element of your brand identity, as every color has a different psychological effect on the human emotion. Choose the shade that best represents the mood you want your customers to feel at the end of the day.
6. GRAPHIC DESIGN
Besides the business logo, form, and color, there are still many more constituents in visual branding, namely your font of choice. Imagine your business making appearances on print and other media – what sort of impression do you want to give to the public? What kind of character do you envision to personify your business brand? Disney’s typeface is one great example that represents the company’s remarkable creativity. Thanks to their fun, original logotype, the megacorp has provided a really graphic account of the company’s promise to bring vivid pictures to life.
Can you think of any other car so “fly” besides a Lamborghini? Doors go up when they open. The modern mode to open doors alone has separated the car from conventional ones that open to the sides. At the same time, the brand breaks off from other car manufacturers just by this simple deviation in technique. No wonder a Ferarri never fails to stand out from the crowd.
What do you think of when you hear the words, “Paddle pop, paddle pop, super duper yummy”? As a form of sound branding, jingles are often used in commercials to play the special role in associating the brand with your product/service. Even without the words, Wall’s ice cream has penetrated into back of a consumer’s mind through this memorable tune. Sound has proven to be a huge advantage for the business, as people immediately think of Wall’s whenever the jingle comes to mind.
Famed for their chewy crumbles, KFC credits their fried chicken’s signature flavor to their best- kept secret – its ingredients. The chain claimed it to contain 11 different herbs and spices, all of which has kept the customers coming back for more since its founded in 1930.
Any woman can instantly tell the distinctive fragrance of a rose-jasmine-musk blend. The iconic Chanel No. 5 perfume has established this trademark for so long, the scent combination itself has become the most valuable element in Chanel’s brand identity.
To sum it all up, branding does not only involve coming up with a simple name, an attractive logo, and a catchy tagline. Consider all these attributes thoroughly before breaking your business into the market. Together, these 10 elements affect the public’s overall perception of your brand and the kind of image you want to create in the customer’s mind.
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10 Things Small Businesses Need To Consider When Creating a Brand Written by Stacia Priscilla