While a lot of people know that building a brand is important for a new business, most entrepreneurs don’t know much about making it happen. Some think it means hiring an artist to whip up a logo for the letterhead or to stick a sign in front of the building. Though these are aspects of brand development, these efforts alone will be fruitless.
Increase your business success by learning the techniques and skills that going into brand evolution. It is a process that will change over time, both as the market changes and your business grows. The knowledge you gain can be used to mentor others or create a brand new business!
First, you need to know what you intend to do with your company. If you have developed a strong business plan already, you should find it easy to outline the products or services that you intend to sell, as well as parameters for success. This information will help you create a branding mission statement outlining the value your business provides to customers.
You must understand your target market in order to develop a successful branding campaign. This is a complex task that includes understanding their lifestyles and interests. Before you can start developing your plan, you must consider what will attract their attention.
For example, consider the difference in how you would present your company if your target was religious institutions versus industrial clients. Once you have a good image of your target audience, see how you want your company to fit into the picture. While not a physical person, your brand will have a personality that is distinct from your own. What does that voice say that these people need to hear?
Choose or review the company name to ensure it aligns with the values and image of your brand goals. Next, you will need to determine the accompanying slogan. Think about some of the biggest names in business today, and their slogans likely follow immediately in your mind. Because of this, make sure that your slogan is something you want to have associated with your company for the long haul.
The colors and fonts used in your logo and image need to convey the proper brand image. If you don’t know much about color psychology, spend a little bit of time learning the basics. Choosing the wrong color scheme can be detrimental to your success, no matter how great your products or services.
Next, you will need to hire a professional artist to design your logo. Consider paying the designer to create three or four different images for you to choose from based on the chosen elements.
Building a brand is a continual process. Remember to monitor your success and make minor alterations as needed if research indicates it is a good idea. The public perception of your brand is essential to your success in the business world. Follow these steps to ensure you create a strong brand identity!