The Basics of Branding
Branding is more than a picture or symbol for customers to recognize your company by. It’s setting a standard for your customers. It lets them know what they can expect from your business. It also sets you apart from your competition. So where do you even begin to brand your business? Lure Creative will outline the basics for you.
Create a Unique Logo
This is the visual aspect of branding. It’s almost like a calling card. It shouldn’t be too detailed or distracting. Think of something simple that represents your company well, and is easily distinguishable. Take Nike for example. A simple swoosh symbol. You don’t even need to see the brand’s name to know what that swoosh means. And they put it EVERYWHERE. This is also key to creating a logo. Put it on your website, your business cards, your stationery. Literally everywhere.
Also, it’s important to choose a color scheme that works well with you company. Not only should the color scheme make sense, like a palette of blues for a plumbing service, but it should also evoke the right emotion and feeling you want to project. It’s been proven that color can affect a consumer’s choices.
Write Out Your Core Values
Having core values is very important. You want to outline what your company stands for, what customers can expect from you, and what your goals are. This not only gives customers a clear idea of what they’re buying into, but it also ensures that your employees know what’s expected of them. This comes in handy during the hiring process. Does the employee prospect fit in with, and respect your core values and goals?
Incorporate Your Brand Into Your Business
After you’ve done all of the above, you can start incorporating your brand into all aspects of your company. Come up with guidelines on how employees should dress, how they should answer customer calls, what your standard email signature should look like, business cards, etc.. This completes your brand, bringing it full circle.
Read our blog post on how branding fits in with your website design here.
After completion comes consistency. Once your brand is established, you should be consistent. Make sure you continue to uphold a dress code, that you still answer your phones as expected, and if something changes along the lines and it isn’t working anymore, make sure you re-evaluate your core values and brand, and change it accordingly . . . everywhere. Consistency is key. Customers notice consistency, and they appreciate it.