5 Steps to Create A Lasting Brand
Branding is not just a word which applies to big businesses. Branding needs to be a focus for all businesses – small ones in particular – because when your brand is built upon a solid foundation, it has room to grow.
What exactly is branding? Well, it is more than your logo and your corporate colours. Your brand is more than your mission statement and your tag line. It is the sum of all that and more. Your brand is your ideals, your reputation and your principals. It is where you are and where you want to go, all tied up in one pretty big bow. And it should not be ignored.
The better the brand, then it stands to reason that the more your customers will trust you. But of course, that only applies if you stick to it. Veer from your brand and you will most likely attract attention because of it – and not all positive.
So how can you create a brand to stand the test of time?
Know what you stand for
Why did you start the business in the first place? Identifying the ‘why’ behind the scenes will allow you to form the basis of your business. It stands to reason that you want to make money. But more than that, you need to uncover the why to stand out from the rest.
Don’t over-complicate things
Simplicity really is the trick as you want your brand to be easily recognisable. Pick something and stick with it. Even if you do decide to make some changes as you go along, keep something constant so your customers will remember who you are and what you represent.
Engage your customers
White space does nothing for anyone unless there is a unique image affixed to the wall. Share your story so they too can become excited by what you represent. Your visual story should motivate and inspire them.
Make your brand adaptable
Your brand will need to be shared across all forms of social media. Will it be flexible enough to work across all channels and still get your message across? Pick something that will look great on a billboard and your Facebook page while still maintaining its uniqueness.
Be consistent in all that you do
From the get-go, everything that you say and do must be representative of your brand. Don’t stray from your ideas without rhyme or reason. Avoid creating a marketing plan that is out of sync with your standard organisational message. It all must fit together like a jigsaw puzzle to create one glorious image – your brand.