Your brand is your promise to customers.It tells them what they can expect from your products and services. Branding helps customers to choose when making their buying decisions, people want a brand they can trust. It’s what you stand for and why people should buy from you and not one of your competitors, this is why it needs to be different and stand out.
Successful brands can connect with customers on another level.
Tip: Look at how their choice of colours, imagery, typefaces, etc evoke their valuesYou should also go online to businesses with poor brands and see where their branding falls short. You can learn from successful brands and avoid the mistakes of others. After this, you should evaluate back on your brand:
- What are your core values?
- What promises do you make to customers?
- What is your unique selling proposition?
- What’s your place in the market and which customers are you targeting?
- What are your key messages?
- How can your brand values be communicated visually?
Your branding should impress.Your brand identity should show your business and its values. Look at how it will be seen in every environment in which it will be used. Make it simple, less is more, so limit your colour and typeface choices. A startup, no matter how well-funded, will feel short of resources. Businesses should focus all its branding energy and resources on building up a single brand. Try not to create separate brand identities for the company and for each of its products. Multiple brands will complicate your energy and resources, and confuse customers. Tip: Get your domain name quick! As you’re considering alternative names, make sure you can get your domain. Check out our domain name registration to see if it’s available. When choosing a brand name you need to make a fundamental choice out of three:
- The first is to select a name that’s descriptive of what you do – think WebMD, The Home Depot, 1-800-flowers, or Urban Outfitters.
- The second is to choose a name that says nothing about what you do, but is evocative. Evocative names employ suggestion and metaphor to bring to mind the experience or positioning of a brand. They are singular and creative, and make for powerful differentiators. For example brands like Yahoo!, Virgin or Apple.
- The third is to select a memorable, unique nonsense word. Examples of such whimsical, unique brand names include Google, Hotmail, Coca-Cola, Canon or Volkswagen.
Consistency underpins all successful brands.Never compromise, live your brand values every day and safeguard your brand identity. Customers must be able to quickly distinguish your business and understand what it stands for. If you have employees, make sure they realise the importance of branding (provide training where necessary).
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If Theresa May is forced out of the Conservative party, who would want to inherit this mess? pic.twitter.com/vaPC1hNVAT— Paddy Power (@paddypower) June 9, 2017