WHAT IS BRANDING?

by Gwendi Klisa
small business branding flatlay

small business branding makes or breaks your idea

You have a product idea and are ready to open up shop. But where to start? You’re told about a million things you should be doing. You need to find a way to cut to the essentials. And you’ve come to the right place. I’ll walk you through the maze that is small business branding and visual identity. I’ve met so many entrepreneurs who have fantastic offerings and they want to reach out to their community in a consistent voice, with a consistent image. They want to deliver their messages on brand.

How to be on brand

Before you start reaching out you need to be absolutely clear about who you’re going to communicate to. You’ll then create an identity for your business based on the needs of this audience. An identity that engages your customers. What is the best way to get your message across? How are you going to present your products and services? How will you communicate? What’s your tone of voice? What photos are you using? Are you sticking to certain colours? Typefaces?

Do we look regal, yet approachable?

As much as it all should look effortless and spontaneous, it is carefully crafted. Putting it all together is easier than you think. Follow a number of set steps and you’ll carry this off. This blog will help you decipher all the elements needed for a captivating brand.

Consistency is key

Once you’ve decided your brand identity, you should absolutely stick to it, there are no excuses. You’ll need to set up a brand style guide which serves as a guide through your visual communications. This brand guide is one of the pillars of your business. Get it right and you’ll fly.

Brand in a nutshell?

Brand is the relationship you have with your audience. It’s what your customers experience when they interact with you or think about you. Your brand makes you stand out in the marketplace. Your brand is most effective if you have absolute clarity about it and stick to it at all times.

What are brand values?

rand values describe the essence of your business. They form the backbone of all your communications. You get to these brand values by asking a lot of questions about your business. Once you have them, they’ll steer everything in your day to day business life.

What happens when your audience comes across your business?

deally, your potential customers get into contact your business as often as possible. This can be online, on your website, or on social media, through word of mouth, by walking past your shop, or by talking to you at an event. Every time someone encounters your brand, we speak of a touch-point. This is where a customer meets you, sees you or experiences you. You’ve got an opportunity to communicate your core brand values every time someone comes into contact with your brand. Make sure they’re tailored to your audience, clear and consistent…and you’ll be remembered.

A-Z of brand touch-points

Advertising
App
Billboard
Blog
Business card
Business form
Community involvement
Direct mail
Email
Environments
Ephemera
Exhibits
Experiences
Letterhead
Mobile
Music
Networking
Newsletter
Office interior
Packaging
Podcast
PR
Presentation
Print
Product
Proposal
Publications
Review
Sales promotion
Service
Showroom
Signage
Social media
Sound
Speeches
Sponsorship
Telephone
Testimonial
Trade show
Uniform
Vehicles
Video
Voicemail
Web banner
Website
Word of mouth

What is brand identity?

Brand identity is based on your brand values. It is the way in which your brand values come to life in this world, for example a logo on a T-Shirt, a youTube clip, or a scent you use in your showroom. People can touch your brand identity, smell it, see it, hear it, hold it and see it move.

What is branding?

In order to get to the point of having a clear brand identity we need to go through a few set steps. Market research, clarifying strategy, designing brand identity, creating touch points. This is referred to as branding and it is designed to create awareness, engagement and – ultimately – brand loyalty. Branding is an opportunity to make a mark and get ahead of the competition.

How can I develop a clear brand identity?

I’ll help you. We’ll do a brand audit for your business. I’ve made the resources for you to find out exactly what makes your audience tick. We’ll go deep into the workings of your business and come up with a unique brand identity that is right for your business. If you’re interested in working with me you can email me here, I’m also happy to answer any questions you may have.

Are you a member in our facebook group? It’s a buzzing community of entrepreneurs who are passionate about growing their business and who are dedicated to serving their ideal customers.

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