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Basics of Branding
by John Williams from logoyes.com
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?
Branding Basics
Simply put, your brand is your promise to your customer. communicate your brand.
Brand Strategy
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 part of your brand strategy. And what you communicate visually and verbally are part of your brand strategy.
Brand Equity
Consistent, strategic branding leads to strong brand equity, which means the added value brought to your company's products or services which 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 powerful brand equity, it can charge more for its product.
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. It's not just the shoe's features that sell the shoe.
Defining Your Brandyou 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 U.S. Small Business Development Center.
Jumpstart Your BrandingGet a great logo. Place it everywhere.
Write down your brand messaging. What are the key messages about your brand? Every employee should be aware of your brand attributes.
Integrate your brand.Create a "voice" for your company that reflects your brand. This voice should be applied to all written communication and in the visual imagery on 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 marketing materials.Be true to your brand.BE CONSISTENT. I placed this last only because it involves all of the above. It is the most important tip I can give you.
hope this helps.
by John Williams from logoyes.com
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?
Branding Basics
Simply put, your brand is your promise to your customer. communicate your brand.
Brand Strategy
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 part of your brand strategy. And what you communicate visually and verbally are part of your brand strategy.
Brand Equity
Consistent, strategic branding leads to strong brand equity, which means the added value brought to your company's products or services which 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 powerful brand equity, it can charge more for its product.
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. It's not just the shoe's features that sell the shoe.
Defining Your Brandyou 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 U.S. Small Business Development Center.
Jumpstart Your BrandingGet a great logo. Place it everywhere.
Write down your brand messaging. What are the key messages about your brand? Every employee should be aware of your brand attributes.
Integrate your brand.Create a "voice" for your company that reflects your brand. This voice should be applied to all written communication and in the visual imagery on 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 marketing materials.Be true to your brand.BE CONSISTENT. I placed this last only because it involves all of the above. It is the most important tip I can give you.
hope this helps.
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