Branding Your Business

Branding your business is an important step in creating your identity. Your brand tells people who you are and what they can expect from you.

“Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors’. Your brand is derived from who you are, who you want to be and who people perceive you to be.”

John Williams in Entrepreneur.com

Take some time to think through who you are and who your customer is to successfully brand your business.

Who is your perfect customer?

Your ideal customer is who you should develop your brand for. If your brand doesn’t speak to that one person who is your perfect customer, then it’s not capturing your target market. Take some time to really think about who you are marketing to. To create an imaginary perfect customer, ask yourself these questions:

1. Who are they?
2. What do they do?
3. Where do they live?
4. What is their economic status?
5. What do they do for fun?
6. Do they have children?
7. How old are they?
8. Are they male or female?

Next, give them a name and make sure your brand is talking to them.

What elements are part of your brand?

• Color: You should have a consistent color theme throughout your product. Your logo, your website, your social media platforms should all share the same color palette. My color is orange – I wear orange clothes, orange jewelry and often carry an orange purse.  People know me for orange wherever I go.  If I show up at a meeting or event and I am not wearing orange people question me about why I am not wearing orange!!  When I didn’t wear orange for a few days someone asked me if I was ill.  People call me from stores to let me know that there are orange tops or dresses in the store.  What does this say about my branding for SEVEN networking? It works!!  I am in people’s minds every day even if I am not right in front of them face to face. They are thinking about me and SEVEN networking all of the time.  You can’t be everywhere all of the time but people can think of you often!
• Fonts & Typesets: Choose a font or typeset that you love and really fits the identity of your business. Then make sure you use it consistently. Think about companies like Coca Cola. They have a certain font they use for their name and it is known worldwide. It doesn’t matter which flavor of coca cola they are marketing, the name looks the same and builds recognition for the brand.
• Your Slogan or Tagline: Your tagline is an opportunity to get your brand message across in a short phrase. It should sum up who you are and what you do. It should be short, catchy and memorable. Think about brands like Nike – Just do it! McDonald’s – I’m lovin’ it!   Verizon – Can you hear me now?

How can you use the 5 senses in your branding?

• See: Your visual message – logos, colors, fonts, tag lines.
• Touch: A warm hug or a pat on the arm and a smile which warms everyone up inside.
• Smell: Perhaps you have a favorite perfume or cologne you wear. Smell is a great trigger for memory. When people smell your perfume, they will remember you.
• Hear: Hearing for me and my businesses is my laugh!  It is famous.  Some love it and others hate it but they remember me for it.
• Taste: Sending a tasty treat as a thank you to your customers or an introduction to a potential customer is a great way to help them remember you. If you’re in the food business, creating a signature dish or flavor will make you memorable as well.
• Feeling: Think about the warm, welcoming feeling that you get when you come to a SEVEN meeting. The way people feel about you and your business is part of your brand.

 What makes you different from your competitors?

When you build your brand, it helps you set yourself apart from your competitors. Your brand helps potential customers know what is different about you and your business.

• Do you provide fast service?
• Do you provide different services that other people in your industry?
• Are you an elite, boutique agency catering to a high end client?
• Does your company give back to the community in some way?
• Do you have the lowest prices?
• Do you have a unique product they can’t find anywhere else?

Remember, branding is an important element of your business. You want to be memorable, and having a clear brand will do that for you. Every time someone visits one of your profiles, your website, or is handed a flyer, you want them to recognize you and your company! Make sure you are being consistent with your brand across your social media platforms, your website, any printed materials you hand out to make that lasting impression.