Whether you’re a relatively new small business or are a larger corporation looking to redefine your audience, you probably understand the importance of branding. In an overly saturated business world, it’s important to define your company, products or services, and most importantly, what sets you apart from the competition. Developing a brand identity can seem like a daunting task, and though it’s a complex and ongoing process, there are a few simple things you can do to that can have a big impact on how your business is perceived.
- Define your business’s message and mission
An important part of branding involves your company’s goals and core beliefs. Sometimes it actually helps to think of your business as a person in order to pinpoint these values. Once you identify what’s at the heart of your business — and how you want your company to be perceived both by employees and by potential customers — you can think of ways to communicate that in your marketing ads, publicity campaigns, and customer correspondence.
- Find your own unique aesthetic
Capitalizing on what makes your company unique is a vital part of branding. Do you offer a service that most other businesses in your industry don’t? Does your team possess special skills that make them exclusively qualified to tackle specific issues or demographics? Be sure to highlight those in interesting and appealing ways! In addition, make sure your aesthetic is cohesive; from your website to your business cards to your e-mail blasts, your visual and communicative aesthetic should be consistent. Ensuring that your website design and online marketing materials are easy to understand and navigate — while being eye-catching and visually pleasing — are crucial. 46% of people state that a company’s website design is their top criterion for determining the credibility of that business. These days, your company’s website serves as your calling card, so it’s important that consumers remember your business for all the right reasons.
- Use social media and online marketing tools to your advantage
Social media accounts aren’t just for individuals to connect with their friends. More and more businesses are signing up for social media platforms to reach wider audiences and generate general interest for their products. Social media marketing isn’t optional in today’s world; 78% of companies said they have designated social media teams in 2015, so if your company isn’t active and readily accessible on Facebook, Twitter and Instagram, you’re missing out on a huge amount of online marketing potential. Social media provides your company with a huge opportunity to be creative, communicate your unique visual aesthetic to a vast, untapped audience, and connect with customers who are already familiar with your company and services.
Regardless of whether your business is just starting out or you’re part of an established company wanting to embrace technological advancements, making these small shifts in how you present your organization can have a huge effect on how you are perceived. From an increase in profits to improvements in customer relations, brand management can help you focus on what’s significant and special about your company, and help you translate that into success.