Multi-coloured letters. A white swoosh. An apple with a missing bite. If you live in the civilized world (and since you’re on a computer, I am guessing you do), you understand the three things I mentioned above. They’re the logos of the most iconic North American brands: Google, Nike and Apple.
These giant corporations began their brand as a small company, but what made them grow so large that they exist in the back of our minds? It’s not just the exceptional products each of these companies make, but the logos, marketing, and ideology that make up their brands.
Brands are not only significant when it comes to larger corporations but determine the success of sole proprietorships, small franchises – and even sales-oriented professionals. Building an image is an integral part of personal and business development. It not only increases the voice and consumer awareness of a company, but gives it an identity and value.
Here are the 3 steps that will help you build a powerful image:
1) Define Your Brand
The first stage in building your brand is to define it. This is the most significant step in determining what your brand stands for. Create a checklist of the core strengths and values you and your business represent. Your values should show that you are contributing to the environmental, social, and economic well-being of consumers. You may not realize some of these critical components of brand building right away, until you look at them objectively. Here are the questions you need to answer and incorporate into your brand identity:
- What is your mission?
- What are the benefits and features of your products or services?
- What do your clients and prospects have to say about your company?
- What is your Unique Selling Proposition – that which sets you apart from others in your industry?
- What qualities and “feelings” do you want your prospective clients to associate with you or your company?
Conduct your research. Understand the needs, habits, desires and fears of your current and potential customers. Don’t just rely on what you think they think. Find out.
2) Build and Expose Your Brand
Once you’ve defined your brand, how do you get the word out? Branding extends to every aspect of your business; how you answer your emails and phone calls, what you wear during a sales meeting, your logo, and the marketing materials you send out to your target market.
Ever heard the phrase, “A picture is worth a thousand words?” In branding and marketing, that’s actually an understatement. We are now in the age of visual information where graphic design plays a vital role in every part of life. 65% of people are visual learners and therefore, captivating images are key to attracting and engaging customers. However, it is important to note that mediocre images and designs will do more harm to your brand than good. If you want your brand to have a powerful presence, find a skilled Graphic Designer.
At Colour Tech, we have some of the best Graphics Designers. Contact us and book your complimentary consultation to find out how we can help you build an effective visual brand.
3) Market Your Brand
Now, you need to develop a successful marketing strategy to position your brand in a way that will help consumers recognize and appreciate the greater value of your brand over competing ones in your industry. To attract clients, you have to look at your brand as something that a consumer wants to identify with – pretty much as they do with their favourite cars, preferred restaurants, or the latest gadgets on their wish lists.
How do you do that?
You have to keep reinforcing their familiarity with your brand by strategically utilizing traditional and digital marketing channels that give you more exposure. For instance, sending out brochures, booklets – even creative gifts with your branding will drive and motivate people to identify and engage with you or your company. In addition, use promotional channels, blogs, forums and social media channels to spread your message. If you execute your brand building strategies consistently, you will easily establish a pattern that will forever be associated with your brand name.
As you can see, brand building is not an easy process. You have to define yourself, differentiate, present it, and review what it stands for from time to time. It is very important to be clear about your branding strategies and how you’re going to implement them. You should also adopt brand strategies that will add value to your consumers and help them develop the right impression of your company and what it truly stands for. Give us a call today at 1 800-410-4510 to see how we can help you put together an effective Branding Package to help you grow your business.