23 Sep Help Yourself Stand Out From the Crowd
When you think of Nike, Chanel, or Uber, can you picture their logo? How about the product packaging, celebrity ambassadors, or digital presence? That’s because the company’s creators knew where their company was going, and who they wanted to reach. Great branding requires a clear message, support system, and vision. Branding is more than just a hot buzzword — it’s a key element in determining your business’ success.
The earliest branding on record occurred during Ancient Grecian and Roman times when pottery was one of the most popular commercial items. Potters would scratch their initials, use their thumbprints, or engrave a symbol into the wet clay in order to mark the goods as theirs. Some superior potter’s goods were so sought after that inferior potters often tried to imitate their mark in order to sell more goods. Sound familiar? While we no longer scratch our initials on our work, we create logos and marketing materials to identify ourselves in a crowded market.
Strong branding begins with a strong image. Your logo should successfully reflect your product or service. A bank should have a logo that is perceived as strong and safe, and a spa should have a logo that is perceived as elegant and calming. Once a logo is developed it should be used on any and every collateral material you use for your business – from business cards, to advertisements, to your website to promotional items. Collateral materials should be able to interact with each other on a creative level, reflecting your logo’s colors, image, message and theme.The collection of these collateral materials is what will embody your brand. People tend to develop relationships with products and services the same way they do with people – by interacting with them.
Building a successful online platform is essential to getting your brand out there. Amplifying your content on a blog or social media gives new customers and clients the chance to discover and interact with your business. Creating an engaging content with memorable images, catchy slogans, and a unique voice will have people signing up for your email list right and left.
Spread brand awareness using techniques like this:
- Local partnerships
- Freebies and promotional merch
- Social media contests
- Influencer marketing
- Cause related marketing
- Referral programs
Remember, your brand is an investment, not a cost. Is it the impression your customers will be left with long after you’ve gone. You may be tempted to constantly change what you’ve come up with, but doing so may confuse your target market. Your brand is the basis for what makes your company just that: your company. It should be at the core of every business decision you make from here out.