Business branding is the process by which a company differentiates itself from its competition in a positive way, letting consumers know what they can expect from your products and services.
The end result is to create a market space for yourself and, potentially, to go on to achieve market domination within that defined space.
But business branding doesn't just happen by itself. It requires that a set of well thought out strategies be implemented and consistently pursued. Branding takes time, money, and effort - but in the long run it pays off with a bigger bottom line and a more satisfying contribution to the world.
Here are 5 key strategies to use in seeking to build up your brand:
1. Be Consistent Yet Flexible
Focus on the purpose of your brand in every advertisement or other brand-related action you take. Avoid everything that doesn't relate to the specific message you want to convey. Do this consistently, and you eventually get that message across, which can become a foundation to building brand loyalty.
But don't box yourself in too much either. You have have to achieve a balance where the value you offer to customers is communicated in all branding, while remaining flexible enough to do it is fresh, new ways.
2. Get Your Employees Involved
A new trend in branding is to not only get feedback from customers but also to get branding ideas from your own employees. These are the people who put a face on your products and services and who interact with them every day: don't overlook this source of potential breakthrough marketing vision.
But beyond soliciting employees for ideas and holding a "better branding meeting," get your workers involved in practical ways day to day. Have them wear branded attire, be it screen printed or custom embroidered. And train them to treat customers in a way consistent with your brand's standards.
3. Use Branded Promotional Products
Some business owners seem afraid to "overuse" branded promotional items, either because they think it's too "old fashioned" or because they're afraid to make the investment.
But the truth is, giving away products with your brand name, logo, colors, and other identifying marks on it is smart and cost-effective.
Giving water bottles, handbags, T-shirts, sweaters, mittens, refrigerator magnets, umbrellas, laptop bags, and other items to customers creates brand loyalty and raises brand awareness for years if use promotional products that are both durable and practical.
4. Brand Through Packaging
Putting your brand logo prominently on your packaging is fairly obvious, but also consider three less obvious ways packaging can help your brand:
Finally, whether it be website design, ad placement, SEO, promotional items, or anything else, don't be afraid to learn from your competition. While remaining unique, borrow what's working in your industry and drop what's not. That's not "stealing", it's just good business sense.
You should read industry reports, examine your competitors' branding efforts, and find ways to integrate others' business branding ideas into your own overall strategy.
To get further ideas on good business branding, or to explore specific custom-branded products, feel free to contact us today at SportSanity Custom!