by The Trilojee Team, posted 10/17/2017
We often hear the word “brand” but little do we know about its true meaning and how to create a distinguishable brand for our small business. First of all, the word “distinguishable” is a great way to start explaining what the true meaning behind branding is. Effective branding means that your marketing strategies are on point and people start to see the value of your company through words and imagery. Another feature of effective branding is creating something that is relatable to your audience (your own name, logo, or printed materials) and which conveys value and interest to your prospect. This will help you to rise above your competition and stay true to what you do and believe in. Once you realize who you are, it will begin to clarify what you can offer to your potential customers and how your company can portray it. This clarity and effort will help you get one step closer to creating your own, unique, distinguishable brand that everyone will want to lay their hands on.
Luckily, you need not worry if you don’t have a brand yet or you’re just starting out. Branding takes time, patience and a lot of work. It’s never late to start creating a brand for your small business and here are some ways in order to be even more effective in doing so:
FIND YOUR STRONGEST AND MOST UNIQUE FEATURES
In order to create your own brand for your small business, you must know in advance what makes you better than any other business. Is it your quality? Is it some special ingredient? Or maybe the location? What can you offer to people that they have never experienced before? If you’re not able to answer these questions, then you need to work on the uniqueness of your product and offer something more. Once you identify the specific features of your product, it will be easier for you to make a promise to your customers and make them believe in you and your product. How can you stand out from the crowd if you’re just thinking about profit? Customers are always first and your brand should reflect that.
KNOW THE TYPE OF CUSTOMERS YOU WANT TO ATTRACT
You can try to target a larger group of people, but knowing the type of people who will be MOST interested in your product is gold. Effective branding means that you’ll be targeting a specific audience that can relate to you and perceive value in your product. Is your product amazing for mothers? Perhaps it appeals to passionate readers or healthy food lovers? Once you identify the people who will have a need or want for your product or service, the next step is to start thinking about how you will attract them. If your product already exists, then try to consider how to make it more unique and attractive to your potential customers. Your unique branding will give your audience a reason to choose you over your competitors.
LOOK INTO YOUR COMPETITORS’ BRANDS
How can you improve and get creative ideas, unless of course you don’t learn from other similar start-ups? First of all, knowing your competition we’ll bring you closer to potential clients. Secondly, if you’re just starting up and you need motivation and inspiration, look into your competitors’ logos, design, type of customers and even the marketing strategies they use in order to increase sales. Once you gather all the information important for your business, you can now start thinking about your logo, your design and your brand. Copying your competitors won’t take you anywhere, but there’s no harm in using them as your inspiration and motivation to set even higher goals.
STAY ORIGINAL AND CONSISTENT
Consistency in branding is extremely crucial and originality is a must. Branding means that people relate to your company and they recognize your logo, your colors and design. This means that you’ve succeeded in being recognized and your customers are the proof of that. When designing your logo and picking the colors, try first to imagine that your brand is a person. Do you see your brand as a strong, independent woman or maybe as a playful child? The image that you have in your head about your company should be reflected in the design. Strong or light colors? Bold or simple design? These questions should matter to you at start, because those are the things which will later on define you and your business. Remember that once you’re finished with this, you can’t change it daily. You can update it in few years, but not until you’ve managed to make it effective and recognizable.
HIRE THE RIGHT PEOPLE FOR THE JOB
After you’ve considered all the details for your brand, it’s time to find a talented person that can bring it to life. If you’re not a designer or a creative person yourself, then you need to hire a professional who will do the designing part for you. If that person is not already working in your company, then there are plenty of freelancers who will do an amazing job. Explain your vision to a professional and be open to suggestions. In the end, the goal is to convey an image and feel for your business that will be relatable and memorable.
CREATE YOUR BRAND STEP BY STEP
Branding isn’t something that happens overnight, nor should you expect your business to be recognized and instantly popular from the first day. However, if you work hard on your brand and what you really are, then you will be able to create something that will resonate with your ideal audience. The first steps towards creating your brand include:
- Get to know your potential customer
- Get to know your competitors
- Identify specific, unique features of your products
- Choose a catchy business name
- Carefully pick colors, font and write a slogan
- Hire people to work on your logo
- Use your branding in your marketing campaigns, public events and everywhere where you want to be seen.
Once you’ve completed these steps, you are not quite done yet. Consider the ways in which you will use your brand and how you will take action. If not yourself, find the right people that will make this happen for you!
Even if you’re feeling overwhelmed, remember that any movement forward is another step closer to achieving your goals. Effective branding has the ability to promote your company and increase sales. Everything you do to create value and strengthen your brand is also an investment in your business and future!
Wishing you much success!