No branding, no differentiation. No differentiation, no long-term profitability. People don’t have relationships with products or services, they are loyal to brands. If you want to attract and keep loyal clients you must build your know, like and trust factor through your brand.
Your Business Brand is a critical part of your marketing mix and done well will shout out to the marketplace at every touch point so that your potential clients get a real feel for who you are and what you are about. Not just a mental image but a heart felt emotional image and one that invokes a response.
There are 5 key phases to achieving a successful business brand and skipping any of them can sabotage your results. It’s not enough simply to create a business brand and launch it into the market place because there’s so much competition out there. You’ll have to be strategic, persistent and consistent if you want to stand out in the crowd.
And it makes no difference whether you are a solo-preneuer, a small business or a large corporation you still need a company brand or personality that expresses your uniqueness so you can differentiate yourself from the competition.
Here’s the 5 key phases to achieving a successful business brand.
1. Brand Preparation
Remember, your brand is the promise of the experience your clients will have when they use your products or services. And it is this promise that you want to infuse into your brand.
You must begin with you and do the inner work to discover
- Your unique brilliance which is the core or the essence of you and what you bring to everything that comes so naturally to you that you don’t even have to think about it.
- What you and your company are a stand for – your brand promise that your clients can always depend on when they engage with you.
- Who your choice client tribe is so your brand promise speaks to them directly.
- What you are an expert at or in or have a specific skill or talent for.
- Your brand’s key emotions. How do you want your clients to feel when they engage with you or use your services?
2. Brand Trademarking
Here’s a step that many business owners leave until last if they consider it at all, at their peril. When you’re about to invest a lot of time and money to create a business brand it’s imperative that you own the trademark.
Without a valid trademark protecting your business or brand, there is nothing to prevent competitors from trading off your reputation and hurting your business.
On the other hand you could be using some other company’s registered trademark and risk being shut down or even sued. Getting a registered trademark at the outset is the best way to protect your business name and reputation. Here’s a valuable resource from Pinnacle TMS you might find useful. http://www.amazon.com/dp/B00AMAN9WY
3. Brand Creation
Now that you’ve done the preparation and taken steps to secure your trademark the creative process will be easy and fun especially if you provide your graphic designer with a well written design brief that includes:
- Short summary of your brand and business
- Target audience – ideal clients
- Values to communicate with your design
- Feelings and emotions to evoke
- Stylistic preferences
- Colours that you like and dislike
- Examples of images that you like
- Anything else you want the designer to know
- Short summary of your brand and business
4. Brand Implementation
Now that you have your creative design completed it’s time to print your collateral, like letter head, business cards and brochures as well as any other itms you have in your marketing arsenal. Do a comprehensive stock take and make sure to replace all old branded items simultaneously.
Likewise for all your on-line platforms such as your website, blog and social media – .roll out your new branding at the same time.
It’s a great idea to start with a launch to create some buzz – be creative, run a competition or hold an event to make a splash!
5. Brand Building
Now that you’ve launched your brand, the real work begins.
Building your brand involves the continuous and consistent application of your brand’s image in all areas of your business, communication channels and media.
Brand building is a continuous process and thanks to modern technology smart brands can take advantage of new tools and rocket up there, even globally, really fast.
Consistency and persistency is the name of the game. It takes years to build a successful business brand and seconds to destroy it. Whether you’re writing or speaking, stay on message and stay on brand and reap the rewards.