For certain companies, simply say their name and your brain can quickly recall a logo, a slogan or tagline and perhaps a few lines from a commercial. Many preschoolers can point out their favorite fast food restaurant on a sign, billboard or online ad long before they can read. You are drawn to certain businesses because of their “vibe”.
Each of these examples demonstrate the importance of branding. Branding refers to the process of creating a unique identity and image for a company, product, or service in the minds of customers. Effective branding includes developing a strong logo, tagline, and messaging that accurately represent an organization’s distinctive values, mission, and goals. These elements then form a baseline for a consistent and cohesive visual and verbal identity across an organization’s marketing materials, including their website, print and online advertising and social media presence, as well as packaging and signage.
Undeniably, strong branding can make a business – regardless of size or industry – stand out from the pack. Building a strong brand identity takes time and effort, but the results are well worth it. Here are some actionable tips to help you create a strong brand identity for your small business:
Define your brand values:
Your brand values are the guiding principles that shape your business and the way you interact with your customers. Defining your brand values helps you establish a clear brand identity and communicate your values to your customers. Start by asking yourself what your business stands for, what makes it unique, and what sets it apart from your competitors.
Develop a brand voice and tone:
Your brand voice and tone should be consistent across all channels and reflect your brand values. Decide on a tone that aligns with your brand personality and appeals to your target audience. Your tone can be casual, formal, or somewhere in between, but it should always be consistent.
Be consistent:
Speaking of consistency, consistency is crucial when it comes to building a strong brand identity. Ensure that your brand messaging, voice, and visual identity are consistent across all channels, including your website, social media, and marketing materials.
Create a unique visual identity:
Your visual identity includes your logo, color scheme, typography, and other visual elements that represent your brand. Your visual identity should be unique and memorable, making it easy for customers to recognize your brand across all channels.
Be authentic:
Authenticity is essential when it comes to building a strong brand identity. Be true to your brand values and personality, and avoid trying to be something you’re not. Customers can spot inauthenticity from a mile away, and it can damage your brand’s reputation.
Need help with your branding or logo design? Alive Media can help. We offer comprehensive branding and graphic design services. We can help you develop your branding from the ground up, refresh stale marketing materials or website designs, or create specific graphic elements that reflect your current branding. Reach out to us today to get started.