In the midst of running a business you may not have stopped to consider what you’re doing in your branding department. If this is you, then stop right now and take a few minutes to read this article. Branding can form the glue that holds your business together. Read on to find out why!
It shows you to the world
Branding homes is exactly what your business is about. It is used to effectively communicate the nature of your business and what it can offer to big wide world. Just like me and you have a ‘character’ or personality, branding is the character of your business. That’s why branding can sometimes make or break a businesses. Strong brands can stay with customers forever, whereas weak brands can wipe your business off the face of the planet.
It can be used to separate you from the rest
We all live in a competitive world, whether it’s business or pleasure. In the business world, you will need to look at ways of differentiating yourself from your competitors and making you stand out from the crowd. If you fail to do this, then you are at a very high risk of getting lost in the background noise. The last thing you want is to fade away into oblivion. So use branding to bring your business to life.
It is more than a pretty design
Real branding hits the core values of your business. It goes way beyond attractive marketing material and flashy logo’s. A good branding campaign travels deep in to the veins of your business and surfaces to show the world exactly what you’re about. Think about what your customers want from you, and what you want to give your customers. If you craft this into a clever branding campaign then your target market will be thinking of you next time they pick up that phone to make a call. Think about Volvo for example. The first thing you probably think of is safety, because safety is at the core of their brand and they bang on about it all of time. Real branding goes beyond the surface and sticks with us somewhere deep inside. Most of us don’t even realise the brand has affected us in that way, but it has.
It shows your strengths as a business
A great brand will instantly form a connection between you and a potential customer. Part of this connection is demonstrating the strengths of your business and how your services can empower others or improve their life. However, you don’t want to brag too much or you’ll just look arrogant. Instead, come up with a clever angle to highlight your strengths. If you’re business saves people time then a simple slogan that says ‘have more time to enjoy the things you love’ is much more effective than saying ‘our company saves you time’. The difference is you have focused the attention on the customer and what they get from you, not on you and why you are so good. Clever brands use this approach all the time.
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