You have a great product, its innovative and the next big thing, but you are not selling it. Branding may be the weakest link.
Branding is what defines your company. Either by a logo or a catch phrase or sentence, branding is what comes to mind when people think of what you have to sell. Branding can give your company a good or bad reputation, in the end it’s what drives the way people perceive your company.
Branding is in everything and everywhere
Think of logos of shops you like, and think of logos of places you don’t like.
The first thing that comes to mind it’s a symbol, usually a company logo, a word or sentence. Could even be a store front, because for certain businesses the way the store looks it’s their branding. All their stores look the same, outside and inside.
- Company name
- Logo Slogan
- Employees presentation and demeanor
- Advertising and promotional material
- Physical Store
In my city there is a bookstore and even though I buy most of my books in digital format, every time I think of a bookstore the window of that one comes to my mind.
Farm from a pretty bookstore, it’s in fact, rather chaotic with the books piled up and showing that color old books usually have: the distinctive browning of the pages. But it works for bookstores, makes them look select and full of wisdom. Like one of those 600 year old European Universities, with big buildings with stone dark with age and walkways spent by hundreds of years of daily use.
That window screams that you will always find some book you like in that bookstore. And you know what? I don’t even know the place’s name, but I will always remember the window in a very good way, even affectionately.
Even when you buy a product you don’t like, usually you don’t forget the name of the store where you bought it. So, add the quality of products, or services, to your definition of branding. The people working for you, how they present themselves, how they deal with clients.
Long gone are the days when branding was used to make sure a piece of cattle belonged to a certain owner, and even then, cattle owners wanted their cows and horses to look the best, because it would sell them faster and clients would make sure they would buy more from that owner. So it isn’t really that different.
If you have a small business you will be part of the brand also, and a really important one.
In today’s age where a lot of your success depends on your media approach, the company website will be a very important part of your brand, and it will incorporate other brand tools in it: your logo, catch phrase or sentence, your store if you want to place pictures of it, employees, and products.
Everything must load fast, because you don’t want to give a perception that you don’t care that much about it.
Your email should have your company logo and website address. As should your pens and other giveaways to clients, and you should leave some everywhere you can.
Everything you do or put outside its branding, and every single piece interacts with one another. Should be uniform and match so it defines your company, using military jargon, as a unified front.