Connect with your target market and grow your business!
It’s important to understand one thing: a logo is NOT a brand. A brand goes much deeper than the custom ‘type treatment’ of your company name or icon. Your brand is the essence of your business – it’s the emotional connection that others have with your company, product and services. The purpose of branding is to develop a powerful and lasting emotional connection with your audience
Define, Design, Distinguish, Develop and Direct your brand.
.01 Define: Develop Your Unique Selling Proposition
What’s the single focus of your business and your unique selling proposition? These are truly defining questions for a business. Once you define yourself and know what makes you stand out – it’s important to communicate it to your target market. This happens through your marketing, promotions and in your every communication. Every communication counts! It’s a direct reflection of your brand.
Your brand identity is an important piece of your business – and along with the emotional connection to your audience, every visual communication matters to your audience. This is where the logo, colors, fonts and message come into play. A professional consistent and congruent look and message are important to your visual communications. At the minimum, a brand identity for a small business is about communicating your personality, message, voice and values through visual communications: logo, colors, fonts, business card and website.
.03 Distinguish: Be Distinctive and Stand Out from the Rest
It is key to distinguish yourself in the marketplace. Effectively communicate how your company is different from others, and establish a consistent message, personality and voice. Through comprehensive and frequent communications, you can show the need for your product and services. Make your brand memorable – through your products, your services and every communication. Be creative, distinctive and remain top-of-mind.
.04 Develop: A marketing tool-kit works to your advantage
It’s important to develop a marketing tool-kit for your business. In your tool-kit are the marketing and promotional materials that define and promote your company: business cards, appointment cards, stationery, postcards, brochures, pricelists, newsletters, websites and such. Each business is different and has its specific needs, so decide which marketing materials are essential to your business. Marketing and promoting your business is a must – communicate with your target audience frequently to grow your relationships.
.05 Direct: Meaningful Communications Drive Your Business
Implement a comprehensive and integrated approach to your design and marketing program – and your business will be on a solid path to growth and sales achievement. For best results, maintain consistency in visual design and message, and communicate with frequency. Develop meaningful relationships with your audience and your brand is on the way to success!
Following these five steps sets you apart from the crowd and you will be positioned with significant advantage in the marketplace – positioned for success.
Your brand matters.