Making Your Mark
Branding is one of the most important aspects of any business, large or small. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly is "branding" and how does it affect a small business?
Your brand tells customers 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.
Who you are should be based to some extent on who your target customers want and need you to be. Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? You can't be both, and you can't be all things to all people.
The foundation of your brand is your logo and your website, packaging, and promotional materials - all should integrate your logo and communicate your brand.
Brand Strategy & Equity
Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering your brand messages. Where you advertise, your distribution channels, and what you communicate visually and verbally are all part of your brand strategy.
Consistent, strategic branding leads to a strong brand equity. Strong brand equity produces the added value brought to your company's products or services that allows you to charge more for your brand than what identical, unbranded products command.
Defining Your Brand
Defining your brand can be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the questions below:
- What is your company's mission?
- What are the benefits and features of your products or services?
- What do your customers and prospects already think of your company?
- What qualities do you want them to associate with your company?
Do your research. Learn the needs, habits and desires of your current and prospective customers and don't rely on what you think they think. Know what they think.
Once you've defined your brand, Web-Kare can help you get the word out by:
- Creating a great logo for you
- Writing your brand messaging
- Integrating your brand
- Creating a "voice" for your company that reflects your brand.
- Developing a tagline or slogan.
- Designing templates and creating brand standards for your marketing materials.
- Designing a Website that is consistent with your brand and message.