When beginning any new business, one of the most critical things you must devote attention to is your brand. How are you going to brand your products and services to make them irresistible to potential customers?
When thinking about things like your logo, the language you use, the attractiveness of your website, keywords associated with marketing your wares, it all works together to give an overall impression to the consumer regarding what your brand is all about. How do you want to appear to your customers?
When building a brand from the ground up, it’s critical to give attention to “the three C’s”–clarity, consistency, and constancy. With these key elements in place, you will be setting up a foundation for continued success and expansion in your business.
Building your brand story with integrity in a way that doesn’t contradict your core beliefs or the way that you do business will build trust with your audience, creating loyal customers who return to you time and time again for your products.
You have exciting opportunities to craft your own story with every business decision you make. Rather than stressing out about all of the details, consider the end product as you create a business legacy that will continue to create for itself long after you’ve stepped down.
Let’s give some attention to some building blocks we must put in place to ensure that you are creating and branding your business the way you want to be seen and perceived:
Your name will be the core of your business–it is the way that customers search for and find you, it is the series of words that associated with your brand, and it is critical that you think through this step when registering your business.
- What will your name say about you?
- What does it communicate to your customers?
- Will it remain a constant, or will be perceived as outdated or unhelpful to consumers at some point?
- Does it roll off the tongue, or is it difficult to remember and say?
- Will it provide acceptable SEO results when customers go online to look for products and services?
- Does someone else already have rights to this particular name?
If you can answer these questions confidently when thinking about your chosen name or phrase, then go for it. If not, it’s time to consider tweaking your name a bit.
Considering that 80 percent of product purchases begin with an online search, it is essential that you’ve thought through the design of your graphics, both in printed material and online.
Consistency is key here–everything should match in order to enhance brand recognition. From logo to imagery to color schemes, everything must be consistent when communicating what you are all about.
Creating imagery that your customers can identify with and build an emotional connection to will create trust in you and your company. Trusted companies do more business than companies with unclear platforms; it’s that simple.
Web Design And Development
With an increasing emphasis on e-commerce, it is essential that your website be recognizable, easily found, and easily navigated. Design should match that of your printed materials, and it should be set up in a way that allows customers to meet their own needs and communicate with you their desires and concerns.
Seek for ways to communicate with your customers, receive feedback, and improve the look and functionality based on your findings. A website that is continually evolving and updating communicates to customers that you care about your business, and that you hear what they are saying.
Constancy In Marketing
Once your brand is “designed”, it’s time to get the word out. Investing some of your operating capital on regularly getting the word out via print ads and other forms of marketing media will create brand awareness.
You can’t purchase products you don’t know about, can you? Regularly showing yourself to your target audience with consistent advertising will raise awareness and promote your brand.
Search Engine Optimization
We can’t say enough about SEO–search engines like Google and your appearance on their pages will make or break your business. Most searches for products and services end on Google page one or two, so if you aren’t listed in the top 20, good luck with everything.
Developing intelligent, updated, quality content on your website will boost your appearance in search indexes, driving you higher up in search engine rankings. If you are more easily found, customers are more likely to purchase from you.
Never underestimate the power of a strong social media presence. Facebook, Instagram, and Twitter can be used to create havoc and chaos, but they can also do wonders if used to promote your business positively and proactively.
Regularly posting incentives, sales, and product promotions will drive more traffic to your site, thus boosting your SEO ranking as well. It’s a win-win situation for everyone.
Overwhelmed? Hire an Expert
Branding a business doesn’t have to be an overwhelming process–we know how much you have to do to start a business from the ground up. Consider allocating part of your budget to an expert in marketing and branding to get the job done right.
After your brand has been successfully created, the effortless reward of continuing business will be yours to claim. What an exciting opportunity you have to make an impact and improve the market with your products and services! Put your nose to the grindstone, get your thinking cap on, and start creating!