Entrepreneur defines branding as “the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.” Put more simply, your business’ branding lets your customers know what to expect from your products or services. Unique branding distinguishes you from your competition, in even the most competitive industry.
From the colors in your logo to the captions on your social media posts, your branding creates the public’s perception of your brand. When someone sees your post online, can they tell that it’s from your company without checking the source? Can your client tell which documents are yours at a glance, even amidst the pile of papers waiting on their desk? By effectively branding your business, there will be no doubt that your products and services, advertising, and other materials come from your company.
Utilize both digital and tangible assets.
At its simplest, you know you’ll need to invest in distinctive materials to create your company’s unique branding. Your logo, website, and any important documents you create should highlight your brand’s colors, fonts, and other design details so it’s undeniably clear that it comes from your company. You include your full-color logo on your website and social media profiles and maintain a style and theme in your business feeds. You’ve ordered business cards with not just your contact information, but using the graphic design qualities your customers expect.
It’s important to make sure that your digital and tangible materials all reflect your brand. If you’re using folders to deliver documents or marketing materials to clients, invest in custom pocket folders to distinguish your materials from competitors’. Alongside your custom folders and business cards, follow through with custom envelopes, labels, flyers, checks, catalogs, and anything else you’ll be putting in front of your customers. Whether it’s on a screen or in their hands, your brand will be synonymous with all you can offer to your client.
Put people first.
You won’t be liked by everyone and can’t offer everything to any potential customer. But, when it comes to your ideal client, you need to prioritize the people you’re serving. The customer is always right and they always come first. By supporting your customers, both current and prospective, your brand will build a reputation as a company that treats people well‚Äîand more people will want to experience that themselves.
In addition to your customers, it’s important to ensure the people behind the scenes are satisfied, too. If a brand is known to mistreat its employees, would you want to support them? The same is true of your customers. By treating your team well, you’ll build a better brand. So take advantage of the latest innovation in healthcare, pay a fair, if not a generous wage, and be understanding of the struggles your employees undergo both in and out of the office.
In all areas of your business, consistency is key to building the most effective brand possible. This includes the design factors associated with your brand. You need to consider consistency in terms of your treatment of the people that matter to your business. But consistent‚Äîand, therefore, effective‚Äîbranding doesn’t start and end with design and reputation. Maintaining consistent text is just as important to building your brand.
Similar to using consistent design in your various materials, it’s just as important to make sure your text-based assets distinctively reflect your brand. From the formal or informal tones you utilize to the dialects your copy reflects, it will optimally seem like one person is always speaking for your brand. Creating a style guide and offering marketing materials to your team in a consistent location will make this consistency easier to sustain.
When it comes to branding your business, your goal will always be to portray your company in a positive, professional way. From consistent, recognizable materials to quality treatment of the people that matter, an effective branding strategy will pay off. Each time your client picks up your custom folder or your employee takes advantage of health care and other benefits, they’ll be just a little happier with your brand.