One of the most integral aspects of running a business is driving customers and sales. Word of Mouth can help you build a reputation, but it doesn’t keep up with the necessary conversion rates to stay in business full-time. To bring in enough revenue, you need to really market your brand and help customers remember who you are and what you do. Let’s take a look at some tips and tricks to help you build a memorable brand!
Your brand is your business’ unique image and voice. Think of Progressive— blue and yellow lines, the iconic Flo —or Regions bank— that vivid green and memorable branded bicycle. While branding elements like logos can change over time, your brand follows style guidelines to help you stand out in the market. Strong branding can build customer loyalty, increase recognition, and ultimately drive sales.
Branded marketing is important for any business. It helps you establish a strong identity and remain in customers’ minds. Here are some reasons branded marketing matters:
● Differentiation: A strong image can help you stand out from your competitors.
● Trust and Credibility: A well-established brand can lead to increased loyalty and repeat business, as customers more readily remember you if they need your services again.
● Recognition: A solid brand strategy helps your customers recognize products, services, and advertisements that come from your business. Consider the Aflac Duck— almost everyone knows who Aflac is these days because of that mascot.
● Value Perception: Strong branding builds reputation, which increases the sense of value customers assign your brand. This helps you increase sales and can allow you to increase your prices— just remember to stay in a competitive range.
● Consistency: Customers want to know what to expect when they work with you. Branding allows you to ensure consistency in messaging and customer experience across all channels and touchpoints.
Branding is more than just your business’s name, though that’s an important first step. Let’s break down good brand-building strategies. Keep in mind: working with a professional designer can help streamline this process and help you build a great aesthetic that matches your business.
● Name: First, your business needs a name. Think about what you want to be called and how you want to incorporate your business’s purpose into the name. You could have a long and short version, like ANPAC (American National Property and Casualty Company), a short name that relies on branding to get their purpose across, like Progressive, or include your purpose in your known name, like American Family Insurance.
● Logo: Next, you need a logo. This is the main image that represents your business. It should appear on every advertisement you put out and become interchangeable with your business’ name. When customers see a red bullseye, they know an advertisement is from Target. A green mermaid? Starbucks. Some companies choose to include their name on the logo or to have their name be the logo.
● Colors: A brand should have a minimum of two main colors. You should find a Pantone, as these are easiest to replicate in printing and help make your advertisements perfectly consistent. Almost every graphic designer has access to a Pantone library; if they don’t have your specific color, it’s easy to find.
● Font: For consistency, you should pick a small number of main fonts. One for titles, one for headers, and one for plain text. You want your branding to be recognizable, so consistency is key.
Now that you have your name, logo, and look, it’s time to plan out how to use it. You can work with a marketing company or a designer to build a clear digital and physical marketing strategy to make your brand memorable. This involves digital and physical marketing; you need to find the balance between both to reach a wider array of potential customers and drive sales.
Social media and websites are essential for any business. You can start small, such as a Facebook page, but you need a viable plan for expanding your digital marketing as your business grows. You need to ensure your branding is on point and your website is professional and matches your vibe. Be absolutely sure to proof every section, text and all. Grammar and spelling mistakes in professional marketing and presentation can drive away customers and make you go viral for all the wrong reasons.
Don’t ignore the importance of physical reminders. Practical items like branded pens or eco-friendly tote bags can help drive customers and brand recognition. The more useful the item, the more likely the customer will keep it for years to come and think of you when they need something your business offers. Promotional products and business cards are an investment; you often have a minimum amount you must order. But they come with a fairly significant ROI. If you’re worried a business card will be easily misplaced or tossed aside, consider a magnetized business card or branded magnet with another purpose, such as a calendar that also lists your business info.
Staying afloat in the business world relies entirely on gaining customers and driving sales. You need a net gain to keep going— it’s that simple. We hope these tips help you get a head start with your business and thrive. Solid branding and a firm strategy can help customers remember your name and bring them back to your door time and again.