Branding plays a major role in making any company successful. When you have a business idea, there will certainly be other competitors out there who have the same or similar propositions. You need to avoid getting lost in the crowd and find a way to stand out. This is where branding comes in.
Branding refers to the identity of your business that you will use to advertise and market your products and services. It includes the language, aesthetics, logos, and all such collateral needed to distinguish your company from others.
Just think about it, when you talk about the Spectrum silver package, the company’s logo and branding come to mind. When you think about McDonald’s, you immediately associate it with the iconic yellow arches.
This is the power of branding, and what you should aim for. Therefore, when you’re creating a brand identity, make it as iconic and memorable as possible. Here are a few ways through which you can ensure this.
Determine Your Branding Goals
The first thing you should do is define your branding goals. Are you a B2B or a B2C business? What should your tone be? What sort of outreach goals do you have? Ask yourself all of these questions and then define your branding goals.
Try to make these goals as quantitative as possible. Then, you’ll be able to draft your branding plans more efficiently and allocate the right budget. Furthermore, you can decide what platforms and methods to use according to these goals as well.
Define Your Audience
Now, you need to define your audience. Who is your product aimed at? Once you determine this information, then you can decide how you’ll carry out your branding activities. After all, you would target Baby Boomers and Gen Zers in completely different ways. The language, tone, and marketing practice would vary greatly.
Therefore, you should clearly define who your target audience is so that you can plan your branding activities accordingly. You’ll also choose your platforms and general aesthetic according to this information, so this is an extremely important step.
Stick to an Aesthetic
Your audience should immediately be able to identify your brand based on the aesthetics of your ads and packaging etc. Therefore, you need to create a well-planned aesthetic and stick to it constantly. When you do this, your audience will be able to identify you even if they’re quickly scrolling past their social media feeds or passing by your branding while driving.
This helps you remain in your customers’ minds and encourages brand loyalty. Therefore, go for a memorable and unique aesthetic that immediately evokes your brand in the audience’s mind. Take Tiffany’s for example. When you see that iconic blue shade, you immediately associate it with the brand. That is the sort of recognition you need to aim for.
Get Your Message Across
Every business has a solid message it wants to convey, and yours shouldn’t be any different. Therefore, you need to work on your brand vision and mission statement. This should state why you made this brand, and how it sets out to improve people’s lives.
Make sure you write a concise and crisp statement, which conveys who you are, your origin story, and what your aims for this brand are. These vision and mission statements should be listed in a dedicated About Us section on your website and marketing collateral.
Tell Stories with Your Brand
People love nothing more than a good story. So, you need to plan branding in such a way that it tells engaging stories. Add the human element to your business by drafting a narrative around it and how it will make lives better.
After all, would you relate more with a brand that just lists its product or a brand that shares personal stories associated with these products? Of course, you’d feel more connected with the latter and be inclined towards it. Therefore, you need to do the same in your own branding practices.
While this is a given, you cannot emphasize it enough. Creativity is key to the best branding practices. If you have a unique marketing idea you think will work, implement it! Your brand should stand out and contribute something beyond the regular fare to your customers.
So, unleash your creativity and attract as many people to your brand as possible. This will also help you get a unique audience who is loyal to you.
Simply put, your branding practices can make all the difference between an average and successful business. Therefore, do not take them lightly and do your best to be memorable.
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