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The first thing that comes to mind when contemplating a brand is usually a logo. Youre starting a business; of course you need a logo! You take a look at ready-made designs and pick one that applies to your industry in colors that appeal to you, right? Not so fast, according to Matt Blanton of Printing Solutions in Scottsdale, AZ. Blanton has helped countless businesses get off the ground with quality, advanced printing services, professional graphic design services and marketing strategies.
Blanton predicts that youve probably actually taken your first step in branding your business without even being aware of it. The building blocks that form the foundation of your brand are the qualities that make your business distinctive enough to stand apart in your industry. Your brand is what drives customers to buy from you instead of a competitor. Have you built a reputation for fast, reliable service? Is your sales process distinctive? Do you provide a wider scope of services than your competitors? Do you specialize in providing a product or service for a particular niche? These are examples of some of the qualities that will result in customers making decisions based on brand loyalty rather than a lower price. In essence your brand is an expression of your companys mission, and branding communicates that mission through various mediums (logos, advertising, website, marketing materials, customer service, and product offerings) to the general public. Blanton explains, Building your brand ensures consistency and professionalism, and lets people know what to expect when they deal with your company or buy your products.
Naming your company is a first step in branding. Your business name should convey the most important characteristic of your business. It should represent your strength, while being distinctive and memorable. In light of online marketing and social media, its also important when choosing a business name to ensure that the .com domain name is available. Now we come to incorporating the logo the classic symbol of branding. Your companys logo is the face of your business. It is visual expression of your company name and, by extension, your companys mission and values, Blanton says. An effectively designed logo builds credibility for a new business and packs the emotional power that forms connections. He points out that a logo that looks amateurish really doesnt reflect well on your business, but a professional logo with impact will build a perception of professionalism and success that people want to align themselves with.
Once your business image has been developed, it needs to be maintained. Branding stretches from business cards and other printed collateral to your website design, the content and voice of your blog posts and Facebook updates, and how the phone is answered in your office. Branding needs to be in your consciousness during every communication, every marketing decision and every interaction you make on behalf of your business. Dont make the mistake of thinking that handing someone a cheap, poorly designed business card that is unrelated to your website design and company message wont turn someone off, Blanton cautions. Its essential to develop and maintain a quality brand in everything you do. Developing a brand that is consistent, honest and delivers everything it promises, is the key to creating customer loyalty and building business in todays marketplace.
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