Apart from providing quality products and services for your customers, your company needs to build a strong brand. How can you do that and what resources you should use – are the subject of discussion in this article.
The success of any business is ensuring that your brand is well known and respected, meaning that you continue to attract new clients or customers. If you are looking to build a strong brand, then you will need to make sure that your own workforce first understands how your brand is benefiting your business.
Branding is the creation of a company’s positive impression to customers through strong logo design, mission statement, and brand name. A company with a well-developed brand name can easily attract customers, even in a highly competitive niche.
Take time to explain to colleagues what your company brand means for you as a firm, and you may even want to consider just how your mission and vision statements marry up with your logo and overall brand package. Now, you can begin to work on the planning and strategy needed to help build a strong brand.
Understand what your brand means
If you cannot yet answer this simple question about your own brand, then you need to go back to the drawing board and rethink how and what the message is that you are trying to achieve. Start by putting your customers first and consider how and which aspects of your brand they engage with, and what areas they may find less appealing.
Next, consider how this trickles down to all areas of your company. If your customer service team is not living the brand, or maybe your sales consultants lack some of your brand values, then you need to improve your training and make sure that your entire workforce understands and feels proud of what it is to be part of your brand.
Decide on the Type of Name You Want
Brand names can be picked from different categories that describe who, where, or what the business is about. They include eponymous, which could be the founders’ name or just descriptive. You may also go for what you are selling and use an acronym or an abstract name. Once you are sure of the category you want, create a shortlist of possible names to use. Use a business name generator to generate brand names if you don’t have one ready yet.
Choose a Unique Name
Companies trademark their brand names to protect their products. Picking a unique name will make your company stand out from your competitors. You can check if the name you selected is legally available for use through a trademark search. Alternatively, you can hire a marketing or advertising firm to conduct this name research. If the name is not available then you can devise your own brand name. Do not forget to trademark your company’s brand name.
Create a Brand Development Strategy
There are different brand development strategies you could exploit. Before deciding on a brand name, you need to define your business’ purpose. This is the mission and vision statement of your business. Knowing your purpose will enable you to know how you can connect clients to your products or services.
The brand strategy should include values, mission, identity, tagline and promises. Coming up with this may be difficult. Hence, it is recommended that you hire a professional brand development firm.
Know Your Competitors and Target Market
It would be best if you researched your competitors before coming up with a brand name. This research helps you identify the gaps and opportunities that need to be filled through your brand name. Also, knowing your customers will guide the brand name you will pick for your product or services.
For example, women will be drawn to a feminine brand name, and it is the same for men. Note that the name should appeal to its target market and not everyone.
Make it niche
If you are currently working to rebrand your business, or perhaps you are just setting out and looking to create your company brand, then it is vital that you remain creative and ensure that your brand is both bold and niche. If you create a branding concept that follows the crowd, then your customers and any consumers will feel less of a rapport with your products and services.
Experiments build strong brands
Consider the look and feel that you want to use for your company logos and do not shy away from color or unusual designs. Remember that your logo and branding should complement each other, so be sure to consider your entire branding package.
Test and Improve
Finally, if you are looking to build a strong brand, it will be up to you to trial and test just how it is received, and whether colleagues or your customers can relate and feel inspired by your products and services. If you have not explained these changes in-house, then the chances are that you risk damaging your external reputation also.
Be sure to explain and highlight just what your brand means, and make sure that you let your creative juices flow when it comes to designing and creating your brand.
Consistency is the key
Once you have done the design work, you will need to make sure that your brand is used consistently across all of your external channels, and be sure to never settle for less to improve and maintain your company’s reputation. Be proud of your brand and what it represents – your mentality will soon infiltrate your entire workforce.
Your brand name should be unique and it should represent the business you’re doing. It should also not contradict any other existing names or businesses. This will help you run the business smoothly.