Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does "branding" mean? How does it affect a small business like yours?
Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors'. Your brand is derived from who you are, who you want to be and who people perceive you to be.
Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? You can't be both, and you can't be all things to all people. Who you are should be based to some extent on who your target customers want and need you to be.
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 are part of your brand strategy, too.
Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company's products or services that allows you to charge more for your brand than what identical, unbranded products command. The most obvious example of this is Coke vs. a generic soda. Because Coca-Cola has built a powerful brand equity, it can charge more for its product--and customers will pay that higher price.
The added value intrinsic to brand equity frequently comes in the form of perceived quality or emotional attachment. For example, Nike associates its products with star athletes, hoping customers will transfer their emotional attachment from the athlete to the product. For Nike, it's not just the shoe's features that sell the shoe.
Defining your brand is like a journey of business self-discovery. It can be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the questions below:
What is your company's mission?
What are the benefits and features of your products or services?
What do your customers and prospects already think of your company?
What qualities do you want them to associate with your company?
Do your research. Learn the needs, habits and desires of your current and prospective customers. And don't rely on what you think they think. Know what they think.
Because defining your brand and developing a brand strategy can be complex, consider leveraging the expertise of a nonprofit small-business advisory group or a Small Business Development Center.
Once you've defined your brand, how do you get the word out? Here are a few simple, time-tested tips:
Get a great logo. Place it everywhere.
Write down your brand messaging. What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes.
Integrate your brand. Branding extends to every aspect of your business--how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything.
Create a "voice" for your company that reflects your brand. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Is your brand friendly? Be conversational. Is it ritzy? Be more formal. You get the gist.
Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand.
Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don't need to be fancy, just consistent.
Be true to your brand. Customers won't return to you--or refer you to someone else--if you don't deliver on your brand promise.
Be consistent. We placed this point last only because it involves all of the above and is the most important tip we can give you. If you can't do this, your attempts at establishing a brand will fail.
Getting your brand noticed is a tough task, especially when all your competitors are putting in the same efforts as you are in hiring smart marketing professionals, spending on classifieds, or developing wonderful websites.
So, how can you stand out from the crowd in this cluttered brandscape?
When you wish to be a brand that your customers associate with very well, you have to gain market share. Whether it's an online or offline branding strategy, we help you with both.
There's a fine line between bringing a brand to market and bringing a brand to life. It's the way you articulate your brand message that determines the reaction of your clients or consumers.
Let us take the charge of revitalizing your brand or creating a new one.
Branding is going beyond website development and link building. When we say "Web and New Media", we are actually talking about ways to give you an edge over competitors. With compelling designs and powerful content, we do it all.
What are those specifics that differentiate your business from others? It is essential for a business to have a distinct image that it presents through business cards, brochures, letterheads etc. A right corporate identity enhances consumer loyalty, builds corporate persona, and influences purchase decision.
First impression means everything, when we talk business. With growing competition, neglecting marketing collateral materials might have an adverse impact on your company's growth. Partner with Hookninjas.com to create marketing collaterals that grab attention and position your brand more firmly in the market.
Hookninjas.com has assisted some renowned brands in defining what they stand for. We have devised our pricing plans to suit your needs, while considering the affordability as the prime factor.
“If you are looking for Branding Experts that make a difference, backed by a company that is focused on being best resource, put Hookninjas to test.” YOU WILL BE GLAD, YOU DID……….. , please click any of the links below