If you have recently started up your own website or perhaps even an offline based business, branding will be one of the things that is of a huge importance. There are hundreds of thousands of different brands out there so you need to make sure that you come up with something unique and something that people will actually want. Many people look at branding as simply designing a logo but the truth of the matter is that it is much more than this. A brand is the very nature of what your business stands for and it is something that you need to know a lot about.
We are going to talk you through a few of things that can be done to make sure that you build up a brand for your business that will be effective.
Although we mentioned above that the logo of your business isn’t the brand exactly, it is still extremely important. A logo can make or break a brand and often, it will define the brand and what the business stands for. For example, let’s take a few of the most popular logos out there that we will all know and love and dissect them;
Shell: This is the well known brand for a petroleum company and as you will notice, you probably recognise their logo. Although the logo and indeed the name of the company has nothing to do with oil/petrol, it is still a well known brand and one that has been carried out very well. The brand is simple and easy to remember and will be associated with the product now.
Coca Cola: Of course, everyone loves Coca Cola and it is highly regarded as one of the best brands in the world. The Coca Cola logo is pretty simple and is just the name of the brand written in a particular style. This logo is well known basically everywhere you go in the world however and the logo represents a fun brand.
Define your USP
Before you begin building your brand, you need to figure out what is so different with your company or website when compared with your competitors. Perhaps you have the best designed website around or the best news content; whatever your USP is, you need to remember it when it comes to branding your business.
Often, unique selling points are used to build up brands. For example, the brand TOMS has a fantastic unique selling point which is that their shoes are cheap, comfy and look great. As well as this, they are also a company that is based heavily on charity and they actually give a pair of their shoes to a third world country whenever you buy a pair. This is branding at its best and the whole nature of the company revolves around this unique selling point.
It doesn’t matter how small or large your business is, you really can use your USP to your advantage by actually fitting it into your marketing and your brand material.
Use Social media websites
Once you have actually established what your brand will be, you can now actually let the world know directly by keeping people updated on social media websites. This is a fantastic way to keep in touch with your customers and people that have an interest in your brand and it gives you an opportunity to regularly back up your brand.
Let’s say for example you have a website selling designer clothes, you might want to constantly keep people updated with what is going on when it comes to London Fashion Week or similar events. If you have a brand that revolves around a fun nature, you can also use websites like Facebook and Twitter to hold competitions or have games. This will back up your brand and will also see customer engagement. There really are a lot of fantastic ways to use social media websites and of course, you can use them as somewhere to put your branded material too including images etc.
Whatever kind of brand you are trying to build, the truth of the matter is that images and videos are extremely powerful when it comes to creating an image for your company. Images and videos give you the chance to show off what your company has to offer. This is an area that you should not be afraid to explore and it is something that you should put a lot of thought into if you can.
There are a lot of brands that will use images to create their brand appeal. For example, if you have a high end business, it will really back up your brand to have great quality images of great quality products. Along with this, you can incorporate a lot of other things including the social media aspects etc.
This is a big thing when it comes to branding and you will notice that almost every logo in the world has a certain font or typography that is recognisable. Typography can be beautiful and it is often something that is overlooked when it comes to branding but it is actually something that its extremely important.
You should make sure that when you are branding your company, you pick a font/typography that represents your company. You should also make sure that your brand typography is consistent meaning that you use the same typography on all your branded material from business cards to your website to promotional flyers etc.
You will be amazed at how much difference this makes as it is all about consistency when it comes to branding.
Branding is something that is extremely difficult for a lot of people but by following the steps above, you should have a better idea as to what you can do to maintain a certain image for your company. If you have the money, it might be worth getting a brand consultancy or refinement company to take a look at your branding too.