If you’re a business leader then you’re probably already aware just how important strong branding is to the success of your company. Get it right and your company will be tougher, more efficient, and more fruitful. Get it wrong and, well, you might be facing some troubles. Above everything else, your branding needs to be watertight and on point throughout everything you do. Here are a few tips to help you make sure it is just that.
Being True To The Company
There is a vision for your company, and you had better know what it is. Your branding needs to reflect this vision; it needs to instantly project who you are as a company without your potential customers even having to think about it for a second. There should be an element of ‘effortless’ when it comes to this. If you’re trying too hard to project an image of your company that is undeniably at odds with the real truth of the company, you’ll always be facing an uphill battle. Look at what your company actually is (progressive, traditional, etc) and start from there.
Once you’ve established how you want to brand, it needs to be consistent throughout everything that you do. While you can - and should - adopt different voices depending on the medium through which you’re talking with your audience, the essence of what you’re saying should be the same. As such, it’s good to ensure that every employee is fully aware of the tone and image of the company. This way your company can never be accused of deviating from its values.
People make snap judgements of what they’re looking at within a few seconds of seeing it. As such, it is just as important to have a color scheme and other imagery than reflects who you are as it is to have the right kind of text. If your logo isn’t as strong as it could be, get help from Chase Design. Your logo will be seen by people across all platforms as it’ll be used everywhere - on your social media pages, your website, fliers, and so on - and if it’s at odds with your company identity then you might be missing out on getting business from your target demographic.
When you initially brand your business, you’ll be taking care of all the materials your business uses, and it won’t be a massive surprise if a few things slip through the net. Set aside some time to review everything that your company projects to the public and make sure that all of it reflects your branding. Even things like your answering machine and door signs can represent your business, so these two should be reviewed.
Ready to Evolve
People talk a lot about branding because it’s so important, but it shouldn’t just be left to run its course once it has all been established. Your branding identity should be under review often, and tweaked here and there to better reflect the changes both in your company and in the wider business world.