Branding your business is a important step in creating loyal clients, as well as long-term profitability for your business. Even with that known, getting your branding right can be a daunting task. Moreover, what reall are all the details required to fulfill the branding process?
Let us first define the term, “branding”, so that we have our base clarified.
“Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.” – BusinessDictionary.com
Rob Frankel, a branding expert and author in Los Angeles, calls branding the most misunderstood concept in all of marketing, even among marketing professionals. Branding, he says, “is not advertising and it’s not marketing or PR. Branding happens before all of those: First you create the brand, then you raise awareness of it.”
Your Brand is Your Personality.
Branding Your Business: The Key Elements
Branding is much more than a unique logo, it is a concept and business culture that is inviting and highly attractive to your target audience. Brandig your business correctly must embrace several factors so that your hit it out of the park. This is a quote from Entrepreneur Magazine on what branding your business truly entails:
“The foundation of your brand is your logo. Your website, packaging and promotional materials–all of which should integrate your logo–communicate your brand.
“Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Where you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally is part of your brand strategy, too.”
This serves as a model on what needs to be included within your branding strategy so that you create the most impact within the market place. Here is a basic checklist of items and actions to include in branding your business:
- A Unique selling proposition
- Target audience defined
- Website design
- Content marketing strategy
- Social media policy & strategy
- Collateral materials (brochures, cloting, etc.)
- Dress code
- Company policy
- Distribution channels
- PR messaging & campaigns
- Community outreach
- Collaborative partnerships
Case Studies In Branding Your Business
There are two case studies that I want to share with you so as to give you how a unique brand can be established simply, within fields that seem cluttered with many competitors. One is a coffee house and the other is an investment strategist.
The Lost Bean – This is a coffee house that I frequent almost daily. Honestly, it’s my second office. Now there are many coffee houses in the area, so competition is stiff. The owner took a unique approach in two ways. One, all the ingredients are organic; the coffee, the cream, the ingredients in the food – everything! To people who care about their body, too much GMO influence, and the environment, this is a significant difference as a brand. Second, the owner aimed to create the interior to look like your living room. If you go to most coffee houses, this is not the case.
Contrarian Advisors – It seems that every other person in Southern California is an investment advisor. So what makes this one different? Well, the name and the tag line “Rational Wealth Management” says it all. If you think that everyone invests rationally, then why have so many people lost billions in the stock market and in real estate? For those who do not know what a “Contrarian” is within the investment world, I suggest you watch the video on the Contrarian Advisors’ home page.
Seek Help With Branding Your Business
These are the major factors to contend with and bring together into a simple, yet unique message that will become your brand. If branding your business is something you want to excel at, feel free to contact me for a free marketing analysis.