Your brand is arguably one of your company’s most important assets. It provides your company with an identity, makes your business memorable, encourages consumers to buy from you and supports your marketing and advertising. As a small business, your branding needs to be strong to stand among your competitors, that’s why we’ve put together this list of branding tips:
1. Keep your brand consistent
According to HubSpot, inconsistency is the number one branding mistake that companies make. It undermines your brand and can confuse your customers. By prioritising consistency across mediums and platforms, your customer will become familiar with your brand and recognise it easily. They may also come to prefer your brand over time. Setting your business brand guidelines can help to keep your brand consistent across platforms.
2. Follow a brand strategy
A brand strategy is more than your brand guidelines; it’s a plan with specific, long-term goals that can be achieved as your brand evolves. These goals typically revolve around your brand’s purpose, emotion, flexibility, competitive awareness, and employee involvement.
3. Differentiate your brand
An analysis or your competition is important. It’s good to see where your company stands against competitors, such as how they are excelling and how you can improve. However, be wary no to allow inspiration to turn into imitation. For this reason, it’s best to keep your competitive analysis limited.
Your brand should be a reflection of who you are as a business, so it’s going to be uniquely you. You need to decide whether you want to tap into your industry’s brand trends, or to create something truly unique.
4. Regularly audit your brand
A brand audit is an internal process that helps you keep track of how consistently your brand comes across, how well it aligns to the way you do business, and how it’s perceived by your customers. Once you’ve developed your brand and your business has been up and running for a while, it’s a good idea to check in regularly with a brand audit every six months or every year.
Branding is more than just your business’s name, logo, colour palette, voice, and imagery. It’s also an intangible feeling your customers have when they interact with your brand. Truly strong brands thrive when they focus on the big picture of their brand.
If you would like advice on building your business’s brand for your business, contact our team of creative engineers today!