Business brandingOn by Ramsey
As you can see, building your brand does not have to be overwhelming or expensive. Most of these tips cost little to nothing. You can start with a slim budget and then scale your branding efforts as your company grows. Follow these seven simple steps to brand your business:
Why is it important to brand your business?
1. Distinguish your business from competitors
With the myriad of companies delivering similar services or products, standing out can be challenging. That’s where branding comes in. Your values, story, brand promise, and other assets provide avenues through which you can showcase your uniqueness. Leveraging on these to create a point of difference could set you apart from your competitors.
2. Become more recognizable
Another benefit of investing in a consistent branding effort is to make your brand more memorable. When customers can identify your company based on physical, visual, auditory elements, it breeds familiarity. This fosters trust, which 81% of customers rely on to make a buying decision. Brand recognition could also influence how customers recall and engage with your content, emails, or ads.
3. Build customer loyalty
Powerful brands often have a loyal customer base, but it does not happen by chance. It stems from delivering unique experiences and messaging their audiences can relate with to form a bond. With this emotional connection, you’ll have more customers who will support your business and share their positive experiences. This advantage could mean repeat business, less churn, and more referrals through word of mouth.
4. Gain and retain employees
According to LinkedIn, companies with a strong employer brand will attract 50% more qualified candidates 1-2 times faster than others. Also, they’ll recruit at 50% less cost per hire. Moving down to your current and past employees, their experience, and how they spread the word influences your workplace reputation and employee retention rates.
Our Best Business Branding Ideas (Take Notes!)
1. DO: Find inspiration from other brands
Perhaps a competitor is using imagery in a certain way that can inspire what you do with your own brand. Does it scream “quality”? Did it gain a lot of likes, comments, shares? Is it super unique from what else is out there?
Alternatively, you may find that a competitor message is not very clear or straightforward. Leverage that gap when creating your own brand story. This makes it easier for customers to choose you over them when making a decision.
DON’T: Rip off other brands
Getting inspiration is one thing, but outright plagiarism is another story. You cannot steal or use another business brand identity. This may seem like common sense, but it isn’t always. You’d be surprised at how many people think they can just go ahead and use a logo because, well, they aren’t in the same industry or a competitor.
2. DO: Understand who your customer is
Now, if you’re a new company with little to no sales data, it helps to look at competitors and make educated assumptions. Check out their reviews and social media engagement. Or, interview potential customers–the conversations and feedback will be invaluable for your target audience development.
Your buyer persona will have a name. They’ll have a personality, lifestyle, motivations, and frustrations (this is where your brand can guide them!). Creating a complete picture ensures that you can develop business branding ideas to meet their exact needs.
DON’T: Try to be everything to everyone.
3. DO: Have a professional logo designed
DON’T: Overthink your logo
4. DO: Create a brand slogan or tagline
This new and improved slogan hits home as a tribute to GE founder and inventor, Thomas Edison. And, it also supports all the contributions current GE employees continue to make towards industrial progress.
DON’T: Make your slogan too long
5. DO: Research current trends
DON’T: Get too caught up in trends
The caveat to the above is that you shouldn’t get so caught up in trends that you forget your core business and your why. For example, if you are a business selling something that appeals to people who are traditional and nostalgic, then you want to look more towards traditional than trendy.
6. DO: Determine your brand “personality”
DON’T: Try too hard
Your brand personality should be authentic and speak to the target customer. Figure out what attributes your brand has, and how that aligns with the attributes of your buyer persona. This will help your brand engage in a true conversation with prospective leads and existing customers.
7. DO: Develop a unique business culture
DON’T: Go against your values
A strong business brand starts from within the company. Ensure that your employees understand and align with the same values the business is built on. Start this with your hiring process, by vetting the right people to bring on board.
8. DO: Trademark your brand
Coming up with a unique business name is getting harder every day, as there are more entrepreneurs and small businesses. You’ll want to protect your brand from copycats. A trademark protects a symbol, name, word, logo, or design used to represent the manufacturer of goods.
DON’T: Put TMs everywhere
9. DO: Use a Consistent Voice
For a financial business brand, such as an accounting firm, you might want to err on being more formal in your communication. Unless you’ve gone the other direction and branded yourself as “The Wacky Accountant.” Hey, it might work as a differentiator.
With the brand voice that you determine fits your brand personality best, you’ll be able to develop a compelling brand story and associated messaging. These are the fundamental pieces of communication you’ll use across all channels, such as your website and social media.
Bold & Playful Type
When it comes to communicating your brand message, choosing the right font or typeface is an integral part of the process. By wrapping up your words in the right package, you can convey a powerful message that suits the tone of your brand. If your brand is bold, fun and playful, then this is the trend for you!
“A picture might say a thousand words, but never underestimate the power of a fun, playful typeface,” exclaims Sophie. “Choosing a slab serif or display font can add volumes of personality to your branding. Add some motion and bold color to bring it to life.”
Featuring bold lettering, playful shapes, colors and l design elements, text really takes on a life of its own with this branding trend, which encourages designers to take a fun approach to typography. The bold and playful type trend is all about communicating personality, and also encapsulates complex design styles such as 3D fonts, animated letters, kinetic typography, and shapeshifting sentences. Take this mesmerizing design by Simon Eves for example, which conveys a sense of meaning through movement. With fonts this fun, who needs images hey?
Playful type doesn’t necessarily need to be 3D or animated to have an impact, as this static sans serif font Hunky Dory by Simonok shows us. A bold, bright display typeface with a childlike touch, the font has a relaxed, happy-go-lucky appearance that makes it perfect for the logo or packaging of a brand that doesn’t take itself too seriously.
And that does it for the top branding trends we’ve been loving so far this year! We hope you found some inspiration for your next branding design project, and don’t forget to check out our blogs on Illustration Trends, Graphic Design Trends, and Web Design Trends for more great tips.