The Importance of Branding Your Business
Who doesn’t recognize the Nike swoop, or the Geico gecko? Branding is what makes these symbols and logos stand out and make you remember the company they represent. That may be great for the big guys, but how important is branding to building a small or medium-sized business?
Branding equals consistency and consistency is an essential element to developing a long-lasting marketing campaign that will set you apart from your competitors – no matter industry you are in.
It doesn’t matter whether you are trying to sell a product or deliver a service, if potential customers and clients do not associate you with what you are offering, they will not think of your first when they need what you offer.
Logos have not always been a way of life and business. The entire concept of branding began about 100 years ago when manufacturers suddenly came up against a new type of competitor: the generic. Eager to prove that these cheaper varieties lacked the quality that their products did, they began an intense marketing campaign to convince consumers that name-brand products were best – when in fact many were not.
Not only did the campaign work, but it worked so well that suddenly other services were using the concept also. Today, branding in used in just about every industry and field through the use of “franchsising.”
As franchises continue to grow, many smaller manufacturers and service providers have discovered the need to create their own branding and logos to give them a push forward in their individual industry and allow them to charge more for their products and services.
It doesn’t matter whether you own a high-tech software company or are small local dentist, branding your business is one of the best ways to build your reputation and your clientele. Consumers are much more likely buy what you are selling (even when that is a service), if they can think you are bigger and better. To convince them of that fact, they need to associate your brand or logo with your business.
Understanding the importance of branding is just the first step to creating one that will do the job in which it is intended – bring in business. When picking a brand name or logo for your product or service, keep these basic tips in mind:
1.Choose something that can survive the test of time. Forget what’s popular when it comes to branding. Your logo must be able to withstand changes in your industry and the world over the next few decades.
2.Make sure it fits who you are you. Your business logo is meant to make a real impression on potential clients, so be sure it is giving off the right message.
Be clear and concise with your message. Above all else, be sure that your company logo tells the world who you are and what you do. Otherwise no one will associate it with your company.
3.Choose careful colors. Be sure to choose colors that appeal to your client base; otherwise you risk turning off the exact people you are trying to attract.
4.Check the size carefully. Rememebr, your new company logo will appear on every piece of advertising and paperwork that your company generates in the future, so be sure it looks good in all kinds of sizes: on letterhead; in emails; on invoices; and even on billboards. Some pictures and logos simply do not transfer well from business card size to highway billboards, so check it out carefully before adopting it as your main company logo.
5.Hire a professional. Not everyone is capable of developing a solid branding name and logo so be sure to ask for help when needed. You only get one shot at choosing the right logo, so be sure to do it right.
Get loads of feedback. Whether you develop your brand on your own or hire a top-notch advertising agency to create one for you, be sure to get lots of feedback from friends, colleagues, business associates and even some of your favorite clients before adopting it. It can difficult – if not impossible – to pull back from a brand once you have adopted it without serious business repercussions, so choose yours carefully.
Once you have chosen the look and style for your new company branding logo, it is important to include it on everything pertaining to your business: your outdoor sign; yellow pages ad; website; newsletter, business cards, billboards, advertisements and more in order to make it work for you. For more info please Visit : www.gbltd.com
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