If you’re looking to create a lucrative business, then branding is key. A strong brand can help you stand out from the competition and make your business more memorable. In this blog post, we will discuss how to effectively brand your business for success.
We’ll cover everything from creating a logo and tagline to developing a marketing strategy. Whether you’re just starting out or you’re looking to revamp your existing brand, read on for tips and advice that will help get your business on the right track!
Learn How to Brand Your Business From Competitors
One of the best ways to learn how to brand your business is by studying the competition. See what they’re doing right and wrong, and take inspiration from their successes.
Read the content they publish or go through their blogs. Check out their social media pages and see how they are interacting with the public. Signup for their newsletter to checkout their email marketing campaigns.
You might even consider doing a SWOT analysis of their branding efforts to determine what you do well, what you may need to work on, what potential you have, and where you need to be careful.
Keep in mind that you shouldn’t copy your competitors, but rather use them as a starting point for developing your own unique brand. If you directly rip off the competition, not only does it make you look unprofessional, but you could be breaking intellectual property laws.
Set the Tone
Brand tone is a company’s personality, style, disposition, demeanor, and how it communicates its values. This is what makes a brand relatable and human.
A brand’s tone should be consistent across all channels, from the website and social media to customer service and sales. Here are some examples of brand tone:
- Nike: assertive, bold, confident
- Apple: modern, stylish, concise
- Ikea: inviting, comforting, accessible
- Harley-Davidson: aggressive, strong, masculine
- Old Spice: funny, quirky, weird
- Uber: simple, consistent, minimalist
- Mailchimp: straightforward, humorous, friendly
It’s important to define your brand tone early on so that you can maintain consistency in your messaging. Your tone should reflect your company’s values and target audience.
For example, if you’re targeting young adults, then a casual or fun tone might be more appropriate than a formal or serious one.
Once you’ve determined the right tone for your brand, stick with it! Consistency is key when it comes to branding your business.
Your Logo is Your Brand’s Face
The first part of branding your business will probably be the creation of your logo. Your logo is a symbol that encompasses the spirit of the company and is its most memorable asset.
It’s important to make sure that your logo is professional and reflects the values of your business. It should be simple enough that it can be easily remembered and recognized, but not so simple that it’s forgettable.
Your logo should also be versatile enough to work across a variety of channels. It should look just as good on a business card as it does on a billboard. And it should be easy to reproduce in both color and black and white.
Creating a logo may seem like a daunting task, but there are plenty of resources out there to help you get started. If you’re not sure where to begin, try searching for logo templates online or hiring a professional designer.
There are also plenty of online logo makers that can help you create a simple, yet effective logo. Many will allow you to create your images for free, but then insist at the last minute that you provide a credit card payment before you can access the source files.
One exception to this is Namecheap. Although you will need to signup for a free account, their logo maker is fully customizable, self-explanatory, and complete with high-resolution images including SVGs.
Build a Complete Brand Package
Apart from your logo, your brand package consists of your company color palette, fonts, website layout, print materials, packaging, and any other assets that convey your brand personality.
Your color palette should consist of no more than three or four main colors, with one being used as an accent. This color is often used for CTAs and buttons.
When choosing colors for your brand, it’s important to consider the psychological associations each color creates. Consider the following associations for each color:
- Blue: trustworthy, stable compassionate, spiritual
- Yellow: happy, optimistic, loyal, aware
- Red: dangerous, passionate, loving, strong
- Green: fresh, harmonious, tranquil, sincere
- Brown: reliable, resilient, mature, uniform, familiar
- Orange: joyous, stimulating, enthusiastic, creative
Once you’ve selected your colors, be sure to use them consistently everywhere your audience sees you. Your website, social media pages, print materials, and packaging should all reflect your brand colors.
For help coming up with great brand colors based on established color schemes, try using a color palette generator (free).
Your fonts should also be consistent across all channels. Select two or three fonts that complement each other and stick with them.
Try to avoid using more than three fonts as this can make your brand look scattered and unorganized. Inconsistency is often linked with unreliability.
When choosing fonts, think of these font groups and their psychological associations:
- Serif fonts (e.g., Times New Roman): traditional, reliable, trustworthy, stable, formal, respectful
- Slab-serif fonts (e.g., Rockwell): masculine, brash, strong, assertive, dependable
- Sans-serif fonts (e.g., Arial): modern, clean, minimal, innovative, forward-thinking, authoritative, intellectual, progressive
- Modern sans-serif fonts (e.g., Futura): playful, functional, smart, trendy, sophisticated
- Script fonts (e.g., cursive): elegant, romantic, personal, fun, traditional
- Display fonts (e.g., Comic Sans): fun, playful, lighthearted, friendly, unconventional
- Decorative fonts (e.g., Grunge): urban, creative, casual, fun, unique
When in doubt, go with a classic serif or sans-serif font. These fonts are easy to read and will work well across a variety of channels.
If you’re looking for something more unique or whimsical, then script or display fonts might be a better fit. Remember to choose fonts that are still legible when printed.
Your print materials are another way to extend your branding efforts. Business cards, flyers, and brochures are all ways that people experience your business visually.
When designing your print materials, be sure to base things off the same color palette you established for your brand at the beginning. Also use the same font pairing.
If you change things, you’ll lose your brand recognition. Plus, having mismatched marketing materials can make your brand appear unstable.
You also want to remember that the look and feel of the medium influences how people perceive your brand. For instance, if you are using cardstock that is too thin, your brand may appear as flimsy and cheap.
If you sell physical products, your packaging is an important part of how to brand your business. It’s the first thing customers will see when they receive their purchase, so it’s important to make sure that it reflects your brand in a positive way.
Your packaging should be consistent with the colors, fonts, and overall style of your other branding materials. The personality or voice should be the same as with everything else.
If you position yourself as a quality leader in your industry, you’ll want to make sure that your packaging is solid and sturdy.
On the other hand, if you are a low price leader, your customers may not like the idea that you’re spending money on extra packaging that you could otherwise be giving back to them in the form of lower prices.
Again, follow the brand voice that you’ve been working to establish with the rest of your brand package.
Sending Out Branded Emails
Whenever you send out an email, whether it’s to a customer or prospect, be sure to include your logo and colors. This will help recipients associate your brand with the email.
You should also consider using a branded email signature. Your signature should include your name, title, company name, website URL, and social media links.
The overall style of your email messages should also match that of your website. You don’t want to send out eclectic-style emails while your website is modern and tech heavy, otherwise you could alienate certain recipients.
Create a Buyer Persona
A buyer persona is a fictional target customer with specified goals, needs, motivations, interests, and pain points. Buyer personas help you understand your target market and create marketing materials that speak to them.
Creating buyer personas can seem daunting, but there are a few questions you can ask yourself to get started:
- What are their demographics? (Age, gender, income, education level, etc.)
- What are their goals? (What do they hope to achieve?)
- What are their needs? (What do they need in order to reach their goals?)
- What motivates them? (What drives them?)
- What interests them outside of work/their industry?
You can start by simply interviewing potential customers or by disseminating surveys across social media. If you’re already got customers visiting your website, tools like Google Analytics can already help you answer some of these questions.
Once you have a better understanding of your target market, you can start creating content that speaks to them. This could be blog posts, social media posts, or even email marketing campaigns.
By understanding your buyer persona, you can create a brand that resonates with your target market and helps you achieve your business goals. Most importantly, you can be sure you are delivering the same message every time.
If you’re not sure where to start, consider using a buyer persona template. This will help you structure your thoughts and gather all the information you need in one place.
Invent a Unique Slogan or Tagline
A slogan or tagline is a phrase that encapsulates the essence of your brand. It should be short, memorable, and easy to understand.
Your slogan should be reflective of your brand’s personality and values. If you’re not sure what your brand’s personality is, consider taking our free Brand Personality Quiz.
Once you have a slogan, make sure to use it consistently across all of your marketing materials. This will help reinforce your brand and make it more recognizable to potential customers.
Some well-known slogans include:
- “Just do it” – Nike
- “Think different” – Apple
- “Eat fresh” – Subway
- “You’re in Good Hands” – Allstate
While these slogans are all different, they all have one thing in common: they are reflective of the brand’s personality.
Nike’s slogan is motivating and empowering, while Apple’s is disruptive and innovative. Subway’s slogan is healthy and wholesome, while Disneyland’s is sincere and secure.
Your slogan should be reflective of your brand’s personality in order to be most effective.
Think about what makes your brand unique and use that to inform your slogan. If you’re still having trouble coming up with something, try brainstorming with a group or using a tagline generator for inspiration.
Once you’ve come up with a few options, test them out on potential customers to see which one resonates the most. The best slogans are those that are both memorable and reflective of your brand.
Here we have covered some tips on how to brand your business. The overarching theme that we need to pay attention to is consistency in presentation.
No matter what, always ensure you’re delivering the same voice, personality, and style as well as using the same colors, fonts, and visuals.
Consistency will help create a strong, recognizable brand that your target market can connect with. Don’t forget to have some fun with it too!
Brainstorming sessions can be a great way to get the creative juices flowing and come up with something truly unique for your brand. So go out there and start branding! Your business will thank you for it.