The buzz word “branding” is heard so often we tend to glaze
over its importance. Branding is more than your logo, your business tag line,
or your colors. Although all vital pieces to the puzzle, your brand is your
business’s unique identity – what sets you apart from your competition. This is
critical to success to drive business to your doors, increase customer loyalty,
and ultimately create a sustainable business model.
Don’t know where to start? Follow the “3 Easy C’s” to building
your own brand!
Create
This is where you tell your story about why you started the
business or how you got involved with your product and service. Share your
passion, your family heritage, or your entrepreneurial inspiration. The key is to tell your story from the
perspective of your customers keeping in mind what is important to them. This
process highlights your unique selling proposition such as your business is
technically proficient, or you invest in education to stay on trends, you are the expert in an area, you are the caring consultants, or you’re the one stop shop. This is the magic message of your brand.
Codify
This is a fancy way of saying collect this story into systematic grouping so it is easy for others to “get it”. The
first step is your logo. This should reflect your story your story and
image. If you differentiator is your on
point with the latest trends then bold, bright, incorporating the latest look
is for you. If you are the calming consultants who walk clients through the spa
experience more demure colors and soothing flowing font would work well. Along with your logo create a concise tag line
to tie into your brand message. Following our examples something like “Rock the
latest looks at Lisa’s Salon” or “Indulge your Senses with Full Body
Relaxation”. Use your unique selling points and your brand story as your inspiration. If you are stuck, hire the experts or work with a local business school to help create your brand look and feel.
Communicate
Now your mission is to communicate your brand
in all areas that touch you client. Add you logo, tag line, colors and core
brand story to all your marketing channels. This includes your
business/appointment cards, letterhead, website, business decor, and packaging.
Consistent and continual placement reinforces your brand and ultimately increase loyalty and sales.
Need proof that building your brand builds your business?
Look to some of the strongest brands across the world McDonald's or Tide
detergent. They are successful because they offer product consumers want or
need, they have a strong brand story that people related to, and they differentiate
themselves in their markets. Your brand is the essence of your business. Take time to create a brand that reflects your story, make it easy to get the message, and then communicate it always and often!
