An effective brand strategy can give you a distinct advantage in competitive markets. But what does brand mean? And how can having a good one make you appear a bigger business than what you are?
Well, your brand is your unwavering message which you deliver to your customer on a consistent basis throughout all the channels you use to promote your business.
Simply put, your brand is derived from who you are, who you want to be, and how you are perceived.
Are you an innovative creative in your industry? Or are you a strong, established, and reliable? Are you high-cost and high quality? Or are you low-cost but fast delivery? You can’t be all of these options and appeal to every market I’m afraid (unless you are a brand powerhouse like Amazon).
Your brand is the foundation of your entire offering. It communicates to your target audience and positions you in your market.
So here are a few tips for making your business appear bigger than it is.
Logo – Get a great logo created – but MAKE SURE it is in keeping with how you want your business to be represented. A great logo and a great brand can make an enormous impact in how people perceive your business.
Get Clear on Your Messaging – Find your tone of voice and how you communicate across your social channels and with your target audience. Every member of your staff should be fully aware of your messaging strategy and how your brand is communicated.
Positioning – How you position your business is also crucial to how your business is perceived. Use a descriptor that makes your business sound appealing for example our descriptor is ‘Moirae Creative are an award-winning full-service marketing agency offering creative design, branding and digital marketing’. Here, our full service and award-winning tag sets us apart from any other agency in the Doncaster region.
Brand Guidelines - Use guidelines to ensure your brand is never misinterpreted or used incorrectly. Guidelines should highlight the colour palette associated to your brand and the styles and templates your business should use for letterheads, PowerPoint, social media channels etc.
Be Consistent – If nothing else, make sure you are consistent. Nothing screams reputable, strong, and big brand more than consistently publishing content across all your channels and offering your customers or clients real value. Honestly, if you can’t do this, your attempts at establishing a brand will fail.