In the early 1900s, ranchers would brand their cattle. The rancher’s brand was a unique image that distinguished his cattle during a fence break. In today’s marketing world, branding works similarly. It aims to differentiate a product from its competitors and leave a lasting impression on a prospective customer’s mind.
Branding programs are essential from the start, as they help to create a “trust” link between your business and its customers.
Shaping your Brand Image
Consider first the personality and culture of your business. Is your company sexy, sweet, or both? Tough or tender? John Wayne or George Clooney? George Clooney? Andy Griffith?
If you still think this is nonsense, ask yourself: Do Marlboros taste better than other cigarettes? Is H&R Block better than the tax accountant next door? These companies are not the leaders because they have built their brand personalities.
Name First Step
What would your life be like if you were called Clem, Matilda, or Matilda instead? From the beginning, your company name will set the tone for your marketing efforts. You can create characters from invented words, initials, and founders’ phrases. The best characters communicate an advantage (U-Haul, Budget Car Rental).
Logo: Your Company Symbol
A logo is an identifiable symbol or mark which visually represents your business. Hiring a design company is the best way to get a logo that will pass muster with quality police. Your logo is the first element of your brand that your customers will see. Invest some time and resources into it.
Fax it to yourself if your logo will appear on the cover sheet of a fax. It will be on billboards. Enlarge it up to 5 feet. Before you use your logo, put it through a quality check. You’ll be glad you did.
Taglines for A Memorable Definition
I’m a huge fan of taglines. A good motto can communicate a company’s essence or less. Small businesses can use it as one of their most effective marketing tools.
A tagline can be a brief description of the reason why a company exists. The slogan could include the business’s expertise, target audience, or markets. Slogans can be direct or subtle, whatever it takes to make the prospect say, “Oh, now I understand.”
If you’re not familiar with taglines, consult a copywriter. They can translate the essence of your brand into a memorable tagline in just an hour or so.
As a matter of standard, once you’ve created a tagline for your business, it should always be connected to your logo. The saying can be placed either beneath your logo or along with it. Wherever your logo appears, it should also be accompanied by your slogan.
Fonts & Typestyles
The fonts and styles you use define your brand. Standardize fonts, typestyle, and other elements used in your marketing material. Select a few fonts and typestyles.
Tip: When working with a marketing or advertising firm, ensure that the fonts used in their designs are readily available. My client once worked on marketing materials with a designer. The designer selected a unique font that was also challenging to locate. The client ended up having to spend hundreds of dollars on the font.
Colors – Creating a mood
What do you think when you enter a yellow room? What is your initial reaction when you see a sign that has a red background? It is essential to incorporate the emotional impact of colors into your brand program.
Here is a list of colors and their emotions:
Red: Stop, passion
Yellow: Yellow caution, cowardice
Green: Safe, go!
White: purity, virtue
Black: Luxury, prestige
Blue: authority, calm
Orange: Strength and stimulation
Brown: Comfort, warmth
Pay attention to your competitors’ colors when choosing a color for your company. Choose a color that your competitors do not already use.
The Sounds of Your Brand
On-hold music is played by a company that I call frequently. Music is not just three wrong chords with rotten lyrics. I hate waiting on hold for that company. Their relationship with me is slightly worse each time I contact them. Ensure the background music or on-hold message in your retail store is appropriate.
Guidelines for Publish
Consider creating a manual for your brand as you grow. You can create a simple three-ring binder to record how you would like your brand elements displayed. This should include your logo, fonts, sizes, styles, color guidelines, and where specific brand elements should appear on the screen or page.