All businesses, small and significant, start with an idea. From substantial multinational conglomerates to your neighborhood bakery, somebody thought, “Hey, This could work!”
Sadly, an idea is not enough to commence a business. From finance to administration know-how, there are hundreds of ways a business can find progress – or failure. Nearly all firms have in common that they need to warrant control about how the public sees them.
This public opinion can be directed, swayed, influenced, and nourished by your branding strategy. And your branding strategy can be used to help your business flourish by creating an expert image and evolving with it.
New Leaders, Big Image
It’s easy to think of branding as what big organizations need to develop actively. The fact is quite the contrary – leaders of new entrepreneurship ventures can make excellent use of branding. New leaders need to focus on building and maintaining their image just as much as large corporations.
Creating a professional image doesn’t need to be complex, it doesn’t need to cost a lot, and you don’t need to have an about-to-go-public company. No matter what your firm’s size, creating an image will instill customer trust in your business.
Would you purchase a service from a web site that didn’t seem to be professional? The answer is apparently no. So, how can you create an image for your new startup? How can you be pragmatic in your branding strategy if for instance, you can’t afford to host focus groups, promote in print magazines or sponsor community events? You can be resourceful, both budget-wise and creatively.
Visual Branding Makes an Impact
Start by creating a logo and slogan for your business that succinctly represents what you are selling. Its purpose is to quickly visually, and memorably telegraph how your company is different from others, including the competition.
- Your logo’s look and feel, your visual design, should reflect the qualities you want the people to connect with your organization and how it is placed uniquely from other companies. Does your company appeal to a modern, party-going market market-segment? Choose bold, bright colors and funky messages. Are you trying to attract established business? Stay with typical corporate colors and a positive message.
- Creating a great image isn’t just about the graphics you choose, a tag line or slogan can repeatably share your message. Think of tag lines that communicate what you want people to correlate with your firm: “The name you can count-on,” or “Your #1 Expert.” Use an emotional or descriptive phrase that may not use these specific words but communicates a sense of loyalty, expertise, trust, or benefit.
- To make your firm stand out from others, first brainstorm about what your business represents or what people will encounter while using your services or product. Craft a slogan that differentiates what your firm offers.
- Marketing Tip: Create a compelling and useful sequence by balancing the tag line and logo – make one more description of your product or service and another one emotionally appealing.
- Maintain dialogue as you carry your theme into your website, collateral and signage, and the new media marketing tools like a webinar slide presentation or an internet video commercial on Youtube. Practical and innovative tools are a way of growing your brand image that others will see as essential to your corporate image.
Act The Part
You have designed your logo, established your slogan – what next? To grow a brand, you need to rise through with friendly practices so your client’s experience is compatible with your brand. From ensuring that work is done to the client’s expectations to ensure your employees sustain your standards, you will brand the firm from within and shine outwards.
All firms start small. Creating a brand now lets your company evolve with it as you progress. As your business changes, your brand will adjust, but today’s core elements, such as customer satisfaction and commitments to product quality, will likely remain the same.