Updated: Jun 11
There are a lot of business branding tips you'll come across on your journey to better your company. Learn our best tips here.
Did you know presenting a brand consistently across all platforms can increase a business's revenue by 23 percent? Add that to the knowledge that it takes 5 to 7 impressions for a person to remember a brand and you can see why business branding is a crucial area to focus on for any business owner.
But with new businesses appearing every day, how can you make your business stand out? Let us look at some business branding tips pros use to make their brand a memorable one customers will keep turning to.
1. Branding Tips: Refresh or Rebrand?
One of the first things you need to consider is whether your brand needs an update or a complete overhaul. A refresh is for companies that want their core identity to remain the same but that also want an updated look. It can mean modernizing the logo, changing color palettes, choosing new fonts, and other cosmetic tweaks.
A rebrand is starting from scratch to create a new identity for your company. Look at your business and see if your core identity remains the same and if it has the same mission and values as when it began. If your business feels dated and out of touch, then a rebrand can be the right brand strategy.
2. Identify Needed Changes
Before you can fix anything, you have to know what the problems are with your brand. Look at your competitors and see what they are doing. Is it successful and if so, why?
Next, look at your own brand's logo, fonts, tone of voice, color palette and see if it stands out from competitors. Is it easy for someone who does not know the company to understand what you are selling and what industry the business is in?
Any part of your brand identity that is not unique and that does not offer the results you want needs a change.
3. Authenticity and Originality
Consumers sniff out insincere marketing. When building a brand, focus on what your business really has to offer and not on an idea.
You also want to avoid copying your competitors. Not only will it be less likely for consumers to find you if your brand is very similar to another business, but it may also put them off if they do find you. Copying a brand tells people you do not have anything new to offer and why would they choose a business with no originality?
Remember that your services and products are not necessarily what has to be original. You may be selling the exact things your competitors are, but the way you advertise and deliver these services and products is what makes your business unique.
4. Solve a Problem
When people buy a service or product, they are looking for a solution to a problem. Your branding should offer that solution. Even if your product or service can solve many problems, focus on the most important one.
Ask yourself how your business can make life a bit easier for your target market and brand according to that answer.
5. Create a Feeling
The most successful brands evoke a feeling in their customers. You need to appeal to emotion with a clear message that says something of value to the customer.
Empathy is crucial when creating a brand voice, as is making sure you are in touch with your target market. By centering your approach to a rebrand or refresh on people, you can find a way to make the brand compelling. Do remember to focus on your current and future customers, not only on your past ones.
A good way of doing this is to ask for feedback from your customers. You can have a survey to help you find the right tone, symbols, colors, and fonts to get your message across and resonate with your target market.
6. Keep Your Promise
Your brand is a promise you make to your customers. The best way to make an impression on them is to keep that promise. A common issue businesses run into is that their branding does not match what they can actually offer their customers.
If you are not able to deliver on the promise you made with your brand identity, then customers will see you as inauthentic and that can be the death knell for a business.
7. Be Consistent
Consistency pays off for businesses. Make sure that all of your marketing and advertising, sales, and operational materials follow the branding message. For example, if you are branding your business as modern and innovative, make sure your logo is not outdated.
Your branding has to be present in every aspect of your business. This means digital and print materials have to be updated, but it also means your internal communications also have to change. To be able to rely on your employees to spread the word on a rebrand or refresh, they have to see that a change has happened.
8. Spread the Word
Building a brand takes time and effort, so you want to share the results when you are done. Your employees are your strongest brand ambassadors and involving them first in all of the changes is essential. Let them know what has changed, what the new branding is about, and answer any questions they may have.
Prepare materials like blog articles, press releases, social media posts, and more to tell your story and find new potential customers.
Find Your Voice
Every business has its own voice and its own identity. All you have to do is find it. Creating a brand strategy for your business can be easier to do when you have professionals helping you through every step of the process. At Karben Marketing, we are dedicated to helping your business grow.
With our team of experts, we will ensure everything from your print designs to your website is in keeping with your brand. Contact us right now to learn more branding tips!