A strong brand inspires consumers who don’t have prior experience with your company to believe that you deliver a worthwhile product or service.
For current customers, branding helps reinforce that they made the right decision doing business with you. It also helps to remind them you’re an option so that when the need arises for your product or service, they will quickly think of you. This is why branding is so important and should be seen as a sustainable strategy to get your business where you want it. It’s an ongoing process that requires regular attention.
Benefits of Ongoing Brand Management
Uphold your reputation
If you surveyed everyone who knows about your small business, you’d probably find that their understanding of who you are and what you do is not exactly in line with your vision. Your company is constantly improving, but people’s perceptions tend to remain fixed unless you steadily uphold your brand as your company evolves.
Shape your customer base
As your company evolves, you will need to target different audiences. Sometimes your focus changes only slightly and other times you have to start with a completely new customer base. Either way, you need to be constantly evaluating your target and adjusting your messaging, visuals and strategies accordingly.
Secure a nice future for your company
Proper brand management means turning a business into a sought after brand. You’ll earn the option to pick and choose your customers and focus on the most profitable and enjoyable projects.
Simple Ways To Practice Proper Brand Management
Give your logo the attention it deserves
Make sure that your logo is clear and easy to interpret. Your logo needs to convey what you do, who you are and leave a positive brand impression. This allows you to quickly connect with your audience members and gives them something with which to identify.
Use typography that expresses what you stand for
Most small business brands are built upon typographic and graphic elements. Together, these factors form the basic structure of most logo designs. Next to the graphical element or icon, the typography used in your logo design is the most critical choice that a designer makes in representing your small business brand. Typography communicates much about your brand, whether it’s a brand that’s sophisticated and elegant or whimsical, well-established or new, fresh and futuristic. Your typography should be in harmony with accompanying graphics.
Choose colors wisely
It’s important to think outside of the box when devising your brand colors. Look closely at your competitors, then choose a color scheme unlikely to be confused with existing brands, while still properly conveying an appropriate tone.
Consider logo applications
If your small business relies on outdoor media, a memorable icon is especially important. It should link the viewer to the brand’s key messaging quickly and efficiently. Does it give the viewer an idea as to the nature of the business?
In order to achieve proper brand synergy, it’s important to think about the big picture. How is your logo going to look in the various executions of the brand? Consider these future projects before finalizing your logo design:
- Business cards and stationery: Think of how your logo will appear on certain mediums with various features.
- Signage: Resist the urge to modify your logo’s proportions to fit the available space.
- Vehicles: Make sure your trucks are designed to stand out, with your branding as the primary message.
- Uniforms: Employees are your brand ambassadors. Make sure they are dressed neatly, professionally and brand colors are integrated.
- Web design: Your website should incorporate your branding in its design and architecture, and should clearly relay brand promise.
- Social media: Change your logo on your profiles and use your social media channels to announce your new look.
Hire a pro
With so much of your success riding on how well your branding performs, this isn’t the place to cut corners. Yet, so many businesses look for the least expensive option, because they don’t understand the value of a good brand and how it will affect their chances of success. It is easy to get stuck in old models of thinking. An outside perspective is helpful for fostering innovation, creativity and problem solving.