6 Things to Consider When Doing Branding
Branding is an integral part of any business, whether small, large, retail or B2B. Many companies focus on creating an effective brand strategy because it gives them an edge over their competitors. If you're starting a business, branding is an important beginning to give your business a jumpstart. But, what exactly do you have to consider when doing branding?
Your brand speaks to your customers. It separates you from your competitors and tells your customers or prospective customers what they can expect when purchasing your products and services. You base your brand on who you are, your values, your goals, and peoples' perception of you.
When you begin your small business, taking off is just as important as when it is finally in the air. Thus, you have to put the critical factors in place so that your business can stand out and, at the same time, draw in customers.
There are different things to consider when doing branding, but we have the six critical things that every business should look at to create a good brand.
1. A Noteworthy Name
The first thing to consider when doing branding is the name of your brand. Have you ever seen a nameless business or company? This is one of the most important things that a brand owner has to take care of, as it is one of the two things you want your customer to remember. The second thing is how fantastic your services or products are. Your brand's name shouldn't only be noteworthy but also easy to remember, spell, and search for.
For example, if a customer tells others about your business, but they find it hard to find your website because of how complicated the name is, it becomes a problem on your part. You don't want to end up teaching your customers how to spell or say the name of your brand when you should be selling products and services to them. Thus, the name of your brand should be phonetic and intuitive.
Also, before picking your brand's name, it's essential to search if some other businesses or websites have the same name. This kind of web research is vital before you decide on your brand name.
2. Precise Target Audience
Every brand has a target audience, which is the second important thing to consider when branding. When thinking up your company's vision and your strategies, you have to do so through the perspective of your target audience. Everything is designed to attract a specific set of people in any brand, so you can't do branding without having an audience in mind.
You can figure out your target audience by answering questions like:
· What is the need for someone who decided to look for my company?
· What kind of people benefits the most from the products or services I offer?
· Where is the best place for customers to look for our products?
· What kind of experiences pushes customers to purchase what I'm offering?
· What kind of people will recommend us to others?
These questions and more are essential if you want to understand the kind of people you're targeting. Once you have an idea of your target audience, you can reach them through marketing strategies.
3. A Sturdy Logo
Once you know your brand's name and target audience, the next thing to consider when doing branding is the company logo. This shouldn't be underestimated, as it is the face of your company. Unless you are a trained and experienced graphics designer, it's best to invest in your brand's logo by paying someone to design it based on your idea.
The logo you make should be something that you like and, at the same time, resonates with your target audience. It should also be meaningful and related to the name of your company. If you don't focus on creating a sturdy logo at the beginning of doing branding, you might end up spending money and energy rebranding your company later when you should be growing the business instead.
4. Marketing Strategy
Once you have the three basic things covered, the next thing to consider when doing branding is your marketing strategy. This has to be done afterward because you need your company name and target audience before you can create a good marketing plan that will take your products directly to those who can buy them. Your marketing plan should focus on converting your target audience to dedicated customers.
It would be best if you start by setting a clear goal. Your marketing strategy might focus on selling out a particular line of products or earning double the revenue after a period. Regardless of the purpose, you have for your business, write it down clearly and create a realistic plan that you can use to achieve it and a timeframe.
You can structure your marketing strategy in different ways when doing branding, and you can get different templates and guidelines when you search online.
5. A Business Website
Another thing to consider when doing branding for your company has an optimized website. In this day and age, there's no way having a website won't be a part of branding, regardless of the products and services you're providing to your target audience. It's not only about having a business website but rather creating an optimized one that helps you track when people look you up, visit it, and more.
Many website hosts offer inbuilt optimization, while others require that you install or go through other steps to make your landing pages search ready. Thus, it would be best to consider this when looking for where to create your website and who will create it for you.
Apart from optimizing your website for search purposes, you also have to design it around what you want your customers to do when visiting it. The first action customers make to visit the company website, so it's up to you to create a topnotch user experience through your customer journey.
For example, if you want them to sign up for your newsletters, you have to ensure that your website is smoothly connected with an email marketing platform. Also, if you want them to purchase directly from your website, you have to streamline it with e-commerce features.
Through an appropriate and optimized website, you are making the brand of your company known. The website can also become your brand's face on the internet, so it's essential to pay attention to the design and user-friendliness during branding.
6. Performance System
One last thing you have to consider when doing branding is critical systems that help you measure your business's progress or success. During branding, one has to establish KPIs or key performance indicators, which check if you are converting your target audience to consumers and how much your website or brand resonates with them.
For example, you can measure the number of inquiries related to your brand name, sales conversion rates, the number of visitors you have and how many purchased, the volume of the traffic, how long visitors spend on your website, and where they spend time the most and the least.
Through this, you will be able to track your brand's success and know where you need to improve. It also guides your marketing plan and helps you adjust your strategies. You can track these through your website's hosting platform or by keeping note of activities in your company.
With these six things, branding is easier than ever. Building a brand for your company is all about making it unforgettable and easy to access for the customers you want to attract and connect with. You can set up only the best and most meaningful first impressions to the audience you want to allure through these six things.
Once you consider these six things when doing branding and have clear business goals, you can make your brand stand out and attract a dedicated customer base.
Feel free to contact us at firstname.lastname@example.org for your branding inquiries.
Kynda Creative Agency - Toronto, Ontario