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Branding is a term used to describe the process of creating customer familiarity with a product or service. More than just choosing a logo, branding is used to convey a message to a target audience. It is a means to make an impression on that audience and communicate the essence, character and purpose of the company and its product or service. Of course, that impression is what you want people to feel or remember when they connect with your brand and your company.
Coca Cola, for example, is a successful global brand whose strategic marketing has linked leisure, pleasure, good times and good will with the consumption of its soft drink. Disney triggers warm thoughts of family, while Ford connotes a measure of toughness.
Once you have decided on your brand, developed your logo and determined what message you want to communicate to clients to set you apart, you have to keep the momentum going. Your brand should be incorporated into all aspects of your business including your printed material, your advertising, your signage, your website and even the way you communicate with people. These are all avenues of promoting your brand.
Besides a logo and colour scheme, you might have a tag line that explains something about your brand. Remember the line, "Coke - It's the real thing"? You will want your employees to know your branding initiative and have it become a part of the way they deal with customers. The best way to achieve this is to write down the message you are working to get across with your branding initiative and post it in an employees-only area of your company or if you're a sole operator, near your desk. It will serve as a daily reminder of the company's purpose, its mission and the brand that will distinguish your company.
While branding is more than just creating a logo, your logo is very important. A logo should incorporate your company's colours; its shape and design should reflect the name or nature of your business. French manufacturer Michelin Tire, for example, created the Michelin Man as its logo and mascot of its brand to relay an affable message of reliability and safety.
Besides your logo, your brand should be evident in all aspects of your business. To build a brand, you must decide what it is you want to communicate to customers that sets you apart from competitors. Choose something, no matter how small, that is different about your company and build your branding initiative around that.
Nailing It provides you with the opportunity to make an impression, be noticed, stand out and differentiate your business from competitors.
No matter what your product or service is you can bet it is unique because it is yours.
By branding your business, you'll tap in to those exceptional qualities to distinguish your venture and deliver more than just what customers expect.