A Brand is more than just a Logo

The basics of making your business unforgettable.

Ever wondered why we buy the things we buy?

Many factors go into our purchase decisions, but one of the most important is how the product or service makes us feel. Do we feel good about using it? Do we feel like we’re part of a community? Do we feel like we’re making a difference? Do we feel like we’re receiving a top-class service? More than price and quality, consumers are demanding things like sustainability and social responsibility from the brands they support, as this podcast explores (https://www.mckinsey.com/featured-insights/sustainable-inclusive-growth/future-of-america/rise-of-the-inclusive-sustainable-consumers).

When you create a brand for your business, you are essentially creating an emotional connection with your customers. And that connection is what will make them loyal to you for years to come.

Some people make the mistake of thinking that a brand is simply a logo or a name. But a brand is so much more than that! A brand is the identity of your business – it encompasses everything from the way you market yourself to the way your customers perceive you. In short, your brand is what makes you unforgettable.

Creating a strong brand is essential for any business, but it can be especially important for small businesses. That’s because when you’re competing against bigger companies, you need to make sure that you stand out in people’s minds. Fortunately, it is possible to elevate your business and make it truly unforgettable, by following a few simple steps.

Defining your purpose

Studies reveal that consumers are four to six times more likely to purchase, protect and champion purpose-driven companies (https://www.forbes.com/sites/afdhelaziz/2020/06/17/global-study-reveals-consumers-are-four-to-six-times-more-likely-to-purchase-protect-and-champion-purpose-driven-companies/?sh=1b0119e7435f ), so it’s important to make sure that your brand has a clear purpose.

What is your business’s reason for existing? What are you trying to achieve? What difference do you want to make? If you can’t answer these questions, you’re not ready to start branding. You need to have a clear sense of your business’s purpose before you can start shaping its identity.

Think about why you started your business in the first place. What needs were you trying to fill? How did you want to make people’s lives better? These are the things that will guide you as you create your brand.

Knowing your audience

Who are you trying to reach with your brand? What do they care about? What motivates them? What is it that you want your customers to know about your business? What makes you different from your competitors? Make sure your message is easy for your audience to understand and remember.

Your audience should be taken into account in every single aspect of your branding, from the way you design your website to the way you write your blog posts. Keep them in mind as you make decisions about your business.

Creating a distinct visual identity

Your visual identity is one of the most important aspects of your brand. Through things like your logo, colour scheme, and website design, a strong visual identity can be helpful in making your brand more recognisable and memorable.

It’s what people will see first, and it’s what will stay with them long after they’ve forgotten your name. Your brand’s visual identity should be professional, consistent, and unique.
Creating Your logo is one of the most important elements of your visual identity. It should be simple, recognisable, and visually appealing. It should also be something that you can use consistently across all of your marketing materials. So avoid using clip art or busy designs – they will make your brand look unprofessional.

Your colour scheme should be unique and recognisable, but it should also be appropriate for your business. For example, if you’re a law firm, you’ll want to avoid using too many bright colours in your branding. But if you’re a children’s toy store, you can have a little more fun with your colours. It should be carefully chosen to compliment your logo, reflect your business and appeal to your target audience. It should be consistent across all of your channels.

Your website design should be clean, professional, and easy to navigate. 38 percent of users will stop interacting with a website if the layout is unattractive (https://www.forbes.com/sites/gabrielshaoolian/2018/08/10/10-marketing-web-design-branding-statistics-to-help-you-prioritize-business-growth-initiatives/?sh=16174820d708) .

Avoid using too many different fonts, stick to brand colours, and make sure your content is clear and easy to read. Your website should also be responsive so it looks good on all devices, it’s 2022, most people view websites on their phone now, so making it look and read well on both desktop and mobile (as well as tablet) is a must.

Most importantly, it should be designed with your audience in mind. Use the 5 second rule (no not that one), show your website to a stranger for 5 seconds, if they can’t relay back to you exactly what you do for people, then you’re website needs some attention. A pretty website is all well and good, but if it isn’t putting in the same work as you, informing, educating, selling, or at least bringing in SOLID leads, it needs fixing.

Developing a voice & telling a story

Your brand’s voice is the way you communicate with your customers. It should be consistent across all of your channels, from your website to your social media accounts.

Your voice should be friendly and approachable. It should reflect your company’s personality, and it should be consistent with the way you want your customers to perceive your brand.
When you’re creating content for your website or social media accounts, make sure it is in line with your brand voice. Be consistent in the way you communicate with your customers, and make sure your tone is always positive and helpful.

Your brand’s story is the way you connect with your customers on a deeper level. It’s the reason they should care about your brand.

Your story should be engaging, and it should be told in a way that is authentic and relatable. It should be something that your customers can connect with on a personal level.
People connect with stories, so make sure your brand has one. What’s the story of your business? How did it start? Why does it matter?

Building a strong social media presence

Social media is a powerful tool for small businesses. It allows you to connect with your customers, share your brand’s story, and build a community around your business. 64% of consumers want brands to connect with them, and 70% of consumers feel more connected to brands with CEOs that are active on social (https://sproutsocial.com/insights/data/social-media-connection/).

Social media can be a very powerful tool to use in differentiating your brand. It should be used to reflect your company’s personality, and it should be consistent with the rest of your branding.

When you’re using social media, make sure you are consistent with your branding. Use the same logo, colours, and voice across all of your channels. And make sure your content is high-quality and engaging.

Being consistent

Consistency is key when it comes to branding. If you want people to remember your brand, you need to be consistent in everything you do, from the colours you use to the way you communicate with your customers.

Your branding should be evident in everything from your website and marketing materials to the way you answer the phone and interact with customers. People should be able to recognise your brand no matter where they encounter it.

Standing Out!

It is easy to follow trends and try to keep up with the competition. In this age of tech and eCommerce start-ups, many businesses seem to follow the same branding blueprints. But it is important to remember that your goal should be to stand out from the competition, and not get lost in the sea of sameness.

Today’s consumers are savvy and can see right through a cookie-cutter approach. 86% of consumers say that authenticity is crucial when deciding which brands they like and support (https://www.oberlo.co.uk/blog/branding-statistics). So, if you want your brand to be successful, you need to find ways to make it unique. Your branding should be unique and reflect the personality of your business. It should be something that sets you apart from the competition.

When approaching a branding agency or freelancer, be clear about what you want to achieve and what makes your business unique. The more specific you are, the easier it will be for them to create a brand that reflects your company’s personality and values.

Branding is a vital part of any business, but it can be difficult to get started. These tips will help you create a strong foundation for your brand, and ensure that you are consistent in everything you do. Making your business unforgettable is not easy, but it’s worth it. By taking the time to create a strong brand, you’ll be able to build a loyal customer base that will support you for years to come.

Remember, your goal is to stand out from the competition, so make sure your branding is unique and reflective of your company’s personality. With a little effort, you can create a brand that customers will love and remember.

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