In a world full of advertising and competitors, how do you set your business apart? Beyond a service or product, the answer is branding.
Branding is about much more than a logo. It’s about more than your identity. It’s about how you’re seen and how you show up – from the captions and photos you share on social media, to the way your staff answers the phone, to the colour of your shopfront.
Every touchpoint of your business is part of your brand – and whether you’re online or off, SME or global titan, big spender or small, branding should be part of your DNA.
- It’s a way to make you instantly recognisable and memorable. The Apple stamp, the Nike Swoosh, McDonald’s golden arches and the Louis Vuitton monogram are all fantastic examples. But you have to think bigger than a logo – McDonald’s also have their iconic Happy Meal and ‘I’m Lovin’ It’ jingle.
- It builds trust, loyalty and an audience. When branding is done consistently well, customers know exactly what they’re getting with your product or service. To them, your business is comfortable, familiar, and – in time – nostalgic. Why go anywhere else?
- It brings in top talent. If you’re a business with a well-thought-out, brilliantly-executed brand, you’ll be fighting off some of the brightest minds (not to mention taking a shortcut to their loyalty). Bigger than that, though, a consistent brand gives your employees something even more valuable – a thing to believe in.
When you’re dreaming up your brand, there are lots of things to bear in mind. Here are just a few of them.
- Set clear goals
Everything in business has a number attached, one way or another. And everything is done with a purpose – whether it’s to get more customers through the doors or more Alexas in the home. Branding is no different. It’s fed by all those moving parts – your vision, your product, where you are now and where you want to go next – and is the oil that gets the cogs in motion.
- Know yourself, know your audience, know your competition
Where would any business be without a little research? Hone in on your demographic and find out what appeals to them. Unearth what they love about the other brands they’re already buying into. In short, meet them where they are. And speaking of the competition, keep your finger on the pulse by keeping tabs on all their channels and activity, so you can do one better. Finally, know what works for you and what doesn’t – whether it’s how you want to look, how you want to sound, or even what you want to stand for.
- Keep it consistent
Brands can do well when they pull something different out of the bag every now and then, but what resonates with customers the most is a sense of continuity. They know that they’ll get the same gold-standard customer service, whether they Tweet you or call up. Every touchpoint matters, because customers know that they’re seeing the real, genuine thing when you always show up the same way – whether in print, online or in person.
And finally, celebrate what makes you different. With so many brands out there in your sector – some older, more established, or more popular than you – what are you going to do to set yourself apart?
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This article appeared in the East Midlands Chamber Business Network Magazine, published by Kemps Publishing in June 2024. You can browse the online magazine, follow East Midlands Chamber on LinkedIn, or visit their website to find out more.
