The 5 Essential Rules For Branding Your Business
1. Visual Impact
Have a brand with a visual impact. It’s as quintessential to have a clean, sophisticated logo, as it is to have a clearly defined service or product. When designing a logo, in order for it to be memorable, you have to keep it simple. This is your brand’s first impression that will either entice or deter a potential client. Simplicity is important for three reasons: it’s easy on the eye, it’s easy to remember, and it’s easy to print. Why printing? Unlike printing from your home or office printer, when you print t-shirts, and most other promotional products, your price increases with every color, and, furthermore, the quality of your printing decreases with the inclusion of excessive small details. The ultimate goal is to have the consumer recognize your business logo without even needing to see the name of your company. Think Nike.
2. Virtual Is The New Reality
The internet, the virtual landscape as we know it today and as it changes in inconceivable ways tomorrow, is the new real estate. This should be overly straightforward to you, but it’s surprising how often—in 2016, no less—how some businesses seem to ignore the obvious: If you do not have a website in 2016, then you have already disadvantaged your brand against your competitors. Your website brings access, convenience, credibility, and sales twenty-four hours a day. Although having a Facebook business account, Etsy shop, or Instagram page is good for branding awareness and SEO (Search Engine Optimization)—they are all incomparable to having your own cost effective domain. Think of your webpage as the front of a retail shop. As your prospective lead “walks” in, they will immediately determine two things about your brand: quality and authenticity/sincerity.
3. Brand Community
Preconceived notions can kill your business before it’s even lifted off, as ignorance is as powerful as positive expectations. A brand that solely operates within its own preconceived notion of what its permanent structure is meant to be cannot be successful. Creating a community of support and assistance is of paramount importance in your journey to achieve healthy commerce; moreover, reaching out to your target market becomes easier—specifically, as a small business owner, your typically defined “outside” working relationships become pivotal in the growth of your business. Perception is more important than perceived truth; you create your own reality. By defining the culture you want to exist within, overseeing your expansion, and ensuring you recruit exceptional talent to have your ever-evolving standards met, your company can attain a sense of wellbeing that’s expressed to your market.
4. Know Your Audience
Knowing your audience is essentially knowing who is looking for the products and services that you provide, and not about who you wish you could sell to. Assess how your goals and your product or service fulfills a need or solves a problem for your potential customer, then you can develop a better sense of who your customer is. The demographic (age, gender, and income), psychographic (interests, hobbies, and values), web browsing history, and apps they’re actively using are crucial for understanding why your potential customer would buy your product or service. This will give you a better sense of where to distribute your brand’s message—namely, where and how to energize and emphasize your marketing. Lastly, always stay attentive. Trends within your brand’s industry are constantly changing as new competitors come and go. Stay attuned. Evolving as a business means the process of adjusting to current trends is never done.
5. Relevancy Is Adaptation
There’s comfort in flexibility. Making adjustments doesn’t necessarily mean you’re correcting a mistake—a brand grows just as systems develop. We can’t tell you how many clients ask us, “Should we still be advertising on our local radio station?” Most of the time, the answer is no. These days, you should be marketing on Facebook Ads, Google Adwords, Instagram, Snapchat, Spotify, etc. Evolve past tactics that used to work; don’t be afraid to integrate modern strategies into your marketing campaign. Go the extra mile by hosting a local event, handing out a t-shirt, or promoting a certain product to contribute toward local recognition. There is no marketing strategy more effective than a word-of-mouth referral.
Ultimately, marketing today isn’t what marketing will be tomorrow. Look at Pokémon Go, for instance—two months ago it didn’t even exist. Now every savvy brick and mortar business owner uses Pokémon Go’s lures to attract Pokémon, which in turn attracts customers. Clothing stores and restaurants have been drawing customers this way for over two months now. Real estate agents are using them for open houses. Could your business benefit from something like this? In today’s ever-changing, increasingly globalized economy, you must have a heuristic marketing method to attain your fiscal goals. A consistent, unchanging marketing approach is commerce quicksand. Finally, you want to be at the forefront of trends and fads as they emerge—avoid being late to the game, or you could end up wasting valuable time and resources. You must strive to find that sweet spot: To be an evolving archetype, not a rehashed cliché.
"Some people say small business owners are at a disadvantage in a world with too much business competition. We challenge you to be humbled by the fact that you are alive in 2016. Get out there; hustle; make it happen with the opportunity you’ve been given. We live in the best time to start a business."
- The Chadwick Creative Team
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