Branding: How it Can Make or Break Your Business
What Really IS Branding?
Branding has become quite the buzzword over the last decade. In the height of Social Media, even individuals with no business agenda whatsoever, are creating their own brand image to grow their following and increase engagement.
Branding is an effective way to create a unique identity that attracts your audience and introduces your business. It gives your audience a memorable visual and can even inspire an emotional response– branding is pretty powerful stuff!
The issue with branding is that it needs to be done intentionally. Just as a great brand can help you reach your business goals in stride, a botched brand can take your business out.
What You Should Consider When Creating Your Brand
Here at Desert Creative Group, we like to think of brands like people. Take for example, when you meet someone new. What’s the first thing you’re likely to notice about them? That’s right, their appearance. From there, you may decide that you’d like to learn more about them, or you may want to get away from said person as soon as possible. As you get closer to a person, you learn more about them: What they do, what they value, how they talk, their sense of humor, and how they treat you. The same is true for your company. The key is to make a great first impression and show up consistently to build a relationship with trust!
When we think of brands like people, it gives them more depth.
A lot of business owners approach the concept of branding as a purely visual aspect of their business. They want logos and a polished website, but they overlook the important components of voice, values and customer service that also play a key role in branding.
Brand Image & Voice
A company, like a person, needs to make an incredible first impression with it’s ideal audience! When considering your brand image and voice, ask yourself: If my company were a person,how would they dress? How would they talk? Are they silly and fun, or stiff and dry? What’s their hairstyle like? What crowds would they hang out with, and what do they do for fun?
Your brand image consists of your brand colors, fonts, logo and more! As you develop these things, use your brand persona as a soundboard. If your brand visuals don’t fit with the brand personality you’ve developed, it’s time to keep exploring!
When creating your brand image and voice, think about your business identity, but also consider your ideal customer. What type of person would capture their attention, earn their trust, and convince them to make a purchase? Your visuals and brand voice should not only fit your personal ideals for your company persona, but should also speak clearly and convincingly to your target market.
You can learn more about choosing the right logo for your business in our two part blog series on The Importance of a Logo and The Importance of a Logo applied to local business The Yellow Brick Cafe.
Brand Mission & Values
As your audience moves past first impressions, they’ll want to know more about who you are as a business. When considering your brand identity, it’s important to spend some time creating a clear set of values and even a mission statement for your business.
Think about some of the big-name brands out there and what matters to them:
Walmart= affordable, easy, fast
Apple= new, sleak, user friendly
Starbucks= consistent, classy, corporate
Ask yourself not only what you value as a business owner, but also what values your brand will share with your audience, and how you can spark interest and build trust.
Clear company values play a role in branding, your message and company operations. When brand values are chosen intentionally, and can be communicated consistently both within the company, and through marketing– the payoff includes loyal customers and employees with shared values.
Beyond the Image: Branding Meets Sales and Customer Service to Create an Experience
Having a clear set of values will also help you to create consistency among your departments and with different employees. For example, if you have a restaurant that prides itself on locally-sourced ingredients, and a customer is asking why your price points aren’t as accessible, your employees should be able to answer clearly that your business focuses on local business even if it means a higher price point.
In order to keep employees on the same page, it’s important to include your company values in your onboarding process. This way, your brand remains consistent not only in the public image through marketing, but in face-to-face and person-to-person interactions.
A great example of a company who’s customer service is in alignment with their brand is Apple. If you’ve ever been into an Apple store before, you know exactly what I’m talking about. You’re greeted by experts with Apple products in hand.. They utilize Apple technology to move you through the line in the most efficient way possible. Just as all of the “tech” in an iPhone is concealed within a neat casing that screams simplicity. All of the tinkering in an Apple store happens behind the scenes. You’re met with a staff that keeps things user friendly and approachable just like the products they sell!
Need Help Building Your Branding?
Whether you’re creating your first brand, or going through the process of rebranding your business. We hope this helps! If you still have questions about the importance of branding, or our unique approach to branding you can reach out and schedule a free consultation today!
