Branding is more than just a logo. It’s a way of identifying your business; a combination of things that makes your business memorable to your ideal customers. Create a good brand identity, and your business will stand out and leave a lasting impression. Brand your business badly, and you’ll lose all credibility and trust you’ve worked hard to build.
But many business owners mistakenly think a brand is simply the logo you use to identify your business. In reality, your branding is much more than just the visual elements of your marketing materials and how your business looks. Your business branding encompasses everything from how you work and what you say, right through to why you do the things you do and how your customers feel after interacting with you.
In short, your brand is built around the tangible and intangible elements you use to define your business.
So to clear up any misconceptions about the importance of branding, here’s a breakdown of the different elements that create your brand.
The graphics within your branding
This starts with your logo, but also includes the colours, imagery and photos you use in your content. Your logo is what makes you instantly recognisable, but every other graphic element backs up how you want to be seen and the overall image you’re looking to portray. The colours and images you use all serve as an aid to prompt your audience to feel a certain way when they interact with your brand.
The importance of the right word
How you say things, the wording you use, the formality and tone of your words, matter. Do you want to be seen as laid-back and approachable, or professional and high-end? Are you more authoritative or conversational? Your personality needs to come across in your messaging, and the way you speak and write will help foster this.
Your message needs to be clear
Your mission statement, what you stand for and how you share it all contribute to your branding. Stories are a powerful way to share your message, as people relate to them and emotionally connect with them. Sharing your story enables your ideal customer to connect and empathise with your business. How and where you position yourself to share your message and market your business is going to be dictated by a combination of your branding message, your business promise and your big picture goals.
Branding helps illustrate your big picture goals
Talking of big picture goals, these comprise your business vision and goals, as well as the purpose of your business. They’re based on what makes you different, why you’re in business and who you want to help. If you want to establish trust in your ideal audience, you need to keep consistency in your branding. Whatever you’re promising as a company and in terms of customer experience, needs to be consistent and clear too, as a promise is only valuable, if you strive to deliver it constantly.
Customer experience is a part of your branding too
And that brings us to customer experience. No matter whether you’re selling a product or service, branding helps to establish how you’re going to make your ideal customer feel, along the entire customer journey. The qualities you want to become associated with, along with the experience you want people to have when they interact with your business, matter in your branding. They help you decide on your big picture goals, your message and the words and images you use.
Branding is so much more than just a logo. As you can see above, the different elements combine to create a robust branding profile for your business. If you want an in-depth overview of how to build a brand for your business, check out this article from Hubspot. It not only shows you how to develop branding for your business, but it also highlights the mistakes you need to avoid. And if you’d like help with how you show up online and keeping your branding consistent, get in touch with us and see how we can help you move forward.