Branding: What You Should Know

It is common when speaking about building a business to hear a lot about branding or building your brand. Great, but what does that mean? I’m sure the first thing you think of is creating a great logo. Your logo is a big part of branding, but there is so much more to building your business than just having a cool logo. Branding is about making your business and its products stand out in significant and personal ways. Here are a few things you should know about branding:

Branding is your passion

A major part of branding is being able to answer the question, “why did you create your business?” In other words, what is the story behind your product? By sharing your passion, you are building a brand that is honest and forthcoming. That is a great way to show your audience who you are and why your business deserves their business.

Take the time to think about why you started your business. What motivated you to create your product? Are you solving a problem, or did you create something new that you wanted to share? Once you know the answer, share it.

Branding is about creating emotional connections. By sharing the passion behind your business, you are drawing customers in and creating those connections. Your passion is what will set you apart from bigger companies with bigger brands.

Branding is about creating emotional connections.

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Branding is your purpose

Now that your customers know why you started your business, it is time to answer the question, “what are you trying to accomplish?” A great way to help customers understand what your purpose, or end goal, is to come up with a mission statement that states exactly what you are trying to achieve. For example, the children’s clothing store Carter’s has a mission to “take care of the little details so that you are free to focus on what really matters: celebrating your little one.” This statement leaves no doubt in the customer’s mind about the purpose and goal of Carters; to give you one less thing to worry about so you can focus solely on your children.

Start thinking of your own statement. Don’t rush this step. Your mission statement is vital to your business and your ability to connect with your customers. Think hard about what your product offers. What qualities do you want people to think of when they hear your business name? This aspect of branding can have the power to deter customers or make them fiercely loyal to your brand. The entire essence of your brand will be summed up in one or two sentences, so make it count.

Branding is your connection to your customers

The most important part of building your brand is connecting with your customers. In order to build a strong brand, you need to create strong relationships with your target market. That means giving them exactly what they expect from your business. Don’t promise great quality or great customer service if you do not have it. If you say you have great customer service, you better have great customer service.

Make the effort to get to know your target market. The more you learn about them, the more you can cater your business to them and their needs. The better your relationship with your customers the more likely they are to endorse you, which will help build your brand substantially.

Branding is your logo

While it is true that branding is about more than your logo, it is still very important to have a good one. You can build your brand all you want, but if it is not recognizable at a glance, you still have some work to do. Top-quality brands are instantly known by their logo alone. Just looking at Nike’s swoosh evokes feelings of determination and athleticism.

Designing an impressive, thought-provoking logo is very important to branding and shouldn’t be skimped on. When beginning your design, keep in mind that your logo will go on every piece of paper, every account, and every card that represents your business. Spend a little extra money to hire a designer to create the perfect logo that embodies your business and what you stand for. Well-thought-out logos create emotion that resonates with your target market and draws it to your business.

Branding is your company culture

A good brand should go beyond just dealing with customers. Your passion and purpose should all be a part of your company culture. You want an environment that personifies your products and mission. If someone walks into your office, he or she should immediately see your brand everywhere. He or she should feel it when interacting with one of your employees.

You want to create an atmosphere that embodies your brand. When growing your business, hire those who will represent your brand in the best way. Every employee should know your brand values and your mission statement and should try his or her best to demonstrate those attributes. You and your employees are your brand’s biggest advocate, so take it seriously.

Conclusion

Your brand can be the most important tool when it comes to helping your business grow. Don’t be discouraged if your brand doesn’t take off at first. Building a brand takes time and effort. It could be months before you see the results of your labor. The important thing is to continually develop your brand. If you do this, the results will come and your business will grow.

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