Biz Tip:

The Key to Smart Branding

I know that for some new entrepreneurs, ‘branding’ can be a scary word. The ‘big guys’ spend millions on their branding efforts, so how can you possibly compete?

In a word – consistency. You compete with consistency in your branding.

I promise – a strong focused brand will attract the perfect customers to you like a magnet.
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So why is consistency the #1 best thing you can do for your branding? And how do you keep your branding consistent? Let’s jump in.

Use Consistency For Better Branding

To achieve business success, you need to know how to best leverage your website, social media and other online marketing channels.

And to best leverage these marketing channels, you need brand consistency.

So what do I mean by brand consistency?

First, you must (repeat: must) go through the process of clearly defining your brand. Do this before you build your website, scout out storefronts, or start planning your business packages. If you don’t know who you are and what your business is all about, then nothing else will turn out the way you want.

So how do you determine your brand positioning? You start by understanding your unique selling position (USP) and what sets you apart from your competitors.

 

Then you follow up with a brand positioning statement that will guide all your future marketing endeavours. If you’re stuck, find 6 steps to strengthening your brand perception here.

How To Use Your Brand Consistently

Once you’ve established the heart of your brand, you’ll want to make sure that all of your marketing and business dealings reflect your brand voice and personality.

On the ground, this means that every interaction someone has with your brand should have the same look and feel. And that look and feel has to come across in an instant. Remember you only have about five seconds to make a first impression. So what kind of first impression do you want to give.

That’s why it’s so important to have a brand guide to identify your style for all visual materials. Use the same colours and fonts in all of your marketing materials, along with your logo. Stay consistent in this way, and customers will instantly recognize your brand whenever they interact with it.

Our own brand guidelines provide an overall feeling of what we want our brand to emanate and the design and style elements we use in all our marketing materials.
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So have you gone through the process of clearly defining your brand yet? Remember that a brand with individuality has a unique competitive advantage.

You can find tips on how to make a memorable brand identity here.

Originally published here.

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