Create a cool and exciting graphic, use it as a logo, and tack the company’s name on it. Yes, banding is as easy as this! Yeah, right. Smart marketers know that branding goes beyond this ignorant concept. Want to create a brand that will bring in more business than you can handle? Then learn to do it right. Here are some information on branding and how to go about creating the perfect brand for you and your company.
Before tackling anything else, it is important to empty your mind of the common perception of what branding is. Yes, it makes use of a slogan, a logo, and an overall design scheme. However, effective branding is so much more. Effective branding is the creation of an overall image that will stick to the mind of your users as a symbol of the excellence and satisfaction they will get out of your company’s products and services.
When the public sees a brand, it should see everything that the company stands for – be it superior product and service experience, ultimate reliability, excellent quality, or any number of combined good qualities. An effective brand reaches out to the audience and mesmerizes, inspires, and convinces them to reach for their credit cards and start buying.
Try to think about it. Does the slogan “just do it” bring to your mind a certain company and brand? Does the monogram LV mean anything to you? Nike and Louis Vuitton are just two of the most well-known brands out there. Do you want to follow their footsteps? Then start by creating your own brand.
Although quality is an entirely different criterion, it has become synonymous with well-known brands. People trust products and services of famous brands simply because they feel that they are more trustworthy. Most consumers are reluctant to trust companies that are new to the market. Establishing yourself with a great brand will go a long way towards gaining the trust of these will-be customers.
Once you have created a loyal follower base by establishing yourself, you can convert these followers into sales. Studies have shown that creating a brand name that is widely recognized can increase your profits by as much as 20 percent. You definitely do not want to miss out on that.
Tips for Effective Branding
Let’s get down to the serious business of creating an effective brand. Here are some tips on how to do this:
1. Map out your company’s vision, goals, and personality.
You have to have a clear image of what your company is all about before you can create a brand that will transcend your company’s personality to the public. What is the company’s vision? What does it hope to communicate to the audience? What are the values that the company stands for? How do you want the viewers to perceive the company? These are some of the questions you need to answer before starting on branding.
2. Ascertain and declare your value in the market.
A great brand (and company) does not just look good. It offers something of value to its target consumers. Do you have a unique selling point? Is your product useful? Create a brand that not only appeals to the eyes of the viewers, but also to their practical minds and sensitive emotions. Add more value to your service or product by making sure you offer more for a reasonable price. This will drive out the competition.
3. Get people to talk about your brand.
Build your online presence steadily and surely. Be a social butterfly on Twitter, Facebook, and other networks. Try to reach out to as many as you can. Identify the people who are influencers. Follow—but do not pester—them for favors. If you are truly valuable in your market, then their approval of your company will come naturally.
4. Freshen up your brand every now and then.
People are always on the lookout for the latest, the hippest, and the coolest. Your brand may have been the hottest thing about a month ago, but that does not mean it still is today. Enhance your original concept with updates, keeping it fresh always.
5. Strive for continued excellence.
Perhaps the most important of all strategies is to strive for continued excellence and high quality. Improve on current products and services, or develop new ones. Customers will stay loyal to a brand that keeps coming up with worthwhile merchandise.
Creating an effective brand has never been more important than in today’s cutthroat business world. Start establishing your brand, and maybe, one day you’ll find yourself in the ranks of the industry giants.
Clayton Tolley is the owner and founder of Brandsymbol , a global naming agency/naming company located in Charlotte, NC. Clayton has over 20 years experience working with the world’s top brands.