The word “Brand” is one of those terms widely used, and often mistakenly so. Many Small Business owners we work with consider their company “Logo” as being the extent of their brand, but a company Brand is so much more than this!
A brand is much more than a logo or stylised products. A brand should leave a lasting impression and be your promise to a customer. It tells your customers what they can expect from your products or services and most importantly it differentiates your offering from that of your competitors. Your brand is derived from who your company is, who you want to be and who people perceive you to be.
Working to define your brand becomes a journey of business self-discovery which can take time to do, and can often feel an “uncomfortable” process. There are many questions to ask, including:
Doing the research and learning the wants and requirements of your customers is not always easy to do, but is a vital process for building a successful brand and business.
The foundation of your brand may be your logo, your website, your promotional and packaging materials, (and these should always effectively communicate your brand), however, your Brand becomes a specific perception in “peoples minds” concerning the qualities and attributes of your company and products/services.
Here are some tips to help build your brand awareness.
Successful brands are not built overnight, spend the time doing your research so you don’t waste time taking your brand in a direction that won’t allow you to reach your goals.
Understand your competitors and your audience, so you can develop a brand that promises the right things to the right people.
Remember, a brand is clear, reliable and believable to both your customers and your company’s staff.