Branding is important for all businesses, entrepreneurs, bloggers, influencers and anyone else looking to build a professional reputation. Choosing the right branding elements is the key to building a recognizable brand and getting your message across to customers and prospects. Here are the four key elements of successful branding.
Storytelling is the most important part of building a successful brand. Telling the story of your business, including its history, failures, successes, values, strengths and your vision for the journey ahead, helps people to connect with your company and, when done correctly, gives customers an emotional investment in the success or failure of your business ideas.
Decide what story you want to tell. What will interest potential customers and encourage them to trust your company? Which of your brand values and business strengths can you use to illustrate your story?
Once you’ve decided what your story will be, you can set about choosing the right words, images and other elements to tell your story. All elements of your brand, from the words you use in your marketing material to the images used on your website, should work together to tell the story of your brand.
Visual elements, such as logos, signage, website design and other graphics, help to make your brand recognizable and usually provide the first impression for your company. Choosing the right visual elements has an impact on all areas of your business, as it affects your reputation and sets the stage for your marketing campaigns.
The colours you use in your logos, on your website and for other visual elements can affect public perception of your business. Some colours, such as blue and green, are associated with financial institutions and can help to create a trustworthy impression. Meanwhile, bold colours, such as red and yellow, are often used to create a casual atmosphere and encourage a sense of fun.
If your budget will allow, it’s usually best to pay an experienced graphic design artist to choose and create the visual elements for your business. If you can’t afford to pay for professional services, it’s important to test your own designs on as many people as possible. Ask friends, family, employees and even your social media followers to look at your designs and give an honest appraisal of your efforts.
The tone and style of your content, including blog posts, marketing material and slogans, needs to be appropriate for the type of business you are running. For example, if you are offering professional services, you might want your content to have a formal feel. On the other hand, if you’re selling children’s toys, your content should be fun and family friendly.
The tone and style of your content should also be consistent across all of your business activities and online platforms, including your blogs, social media accounts and email marketing messages. Developing a consistent voice is a crucial part of building trust with your audience.
The words and language you use can also make a huge difference to public perception of your company. Think carefully about the words used in your slogans, marketing material and even the names of your products and services. Avoid words that could be misread, misconstrued or seen as offensive. Use plain words and simple language, wherever possible, as jargon and convoluted language can be off-putting for many customers.
Regardless of the voice and tone used in your business communications, it’s important to check that all of your content is free from spelling mistakes, poor grammar and other problems. Consider paying for professional writing or proofreading services to ensure that you’re publishing error-free content.
Presentation has a major impact on branding, sales, repeat sales and public perception of your company. The design, style and quality of your business premises, store front, product packaging and even your stationery is extremely important and must fit with the overall image of your company. The way your employees present themselves and interact with people on social media can also have an impact on your business, so it’s important to have a code of conduct for your employees.
The presentation of your marketing content and promotional material is another factor to consider when building your brand. You need to think carefully about the location and placement of your advertisements and other marketing content. Putting advertisements in the wrong places can affect your reputation. Always research the credibility of any publications or websites before using them as an advertising platform.
Choosing the right branding elements makes all the difference when building a brand for your business venture or personal profile. Storytelling, imagery, voice and presentation are all crucial elements for creating a recognizable brand. Work on combining all these elements to complement and enhance your brand identity.