Did you know? Companies with strong and consistent branding are 20% more successful than those that are weak or inconsistent (via McKinsey & Company).
Developing a brand is more than choosing the background color for your website or the right symbol for a logo. How would you describe your brand if asked? Do you have a clear, concise answer? Or do you pause for a second and then just provide an informal list of your services?
If you're unsure of exactly what you would say, it's time to put some effort into branding your business! Branding helps your targeted audience understand exactly who you are; it's developing an entire look, tone and reputation to set yourself apart from your competitors.
Oftentimes, business owners are so focused on making money that they forget to lay the foundation for their company.
4 Tips for Avoiding Business Branding Mistakes
Know Yourself: Do you know exactly what your brand represents? Are you modern or classic? Do you offer quality at a discount or are you more high-end? You need to know exactly what your company is and what makes you unique.
Don't speed up the process: Creating a strategic marketing / advertising plan and developing your brand takes time. If your investment isn't showing return right away, give it time. Switching up your branding too quickly could confuse your customers and damage the reputation your brand has been building. Pinpoint exactly what makes your company unique and develop your marketing around that. Commit to the longevity of your campaign and ensure each piece of the puzzle complements each other.
Be accessible: Does your website have a clear call-to-action? When a potential customer or client visits your website, can they easily contact you? If a potential customer comes across one of your advertisements - a beautiful graphic creatively showing your product or services - can they easily find your website URL or location address? Your contact information should be on all of your marketing materials and your web design should emphasize your accessibility.
Be consistent: Once you've laid the foundation to brand your business, don't give up! Anything that represents your company should follow your branding guidelines. If your website has a modern look and feel, with a specific color scheme, your social media accounts should follow those same guidelines. Any advertisements and marketing materials you put out should all compliment your overall look, tone and feel.
Branding is critical to the long-term success of your company. The good news is, everything is up to you. You determine how you want your company to look, sound and feel. You can make changes at any time, but consistency is key.