Business Branding Techniques

It’s a competitive market out there no matter what type of industry your company is in. Succeeding in business, especially if you are an entrepreneur with a new product or service to offer can be a challenge. Hence, if you wish to stay in business for years, there are certain do’s and don’ts to follow. One of those really important aspects of any type of business is brand management.

 An effective branding strategy can give you an edge over your competitors. A word of caution is that even the best possible branding cannot repair the damage of a faulty service or a product. With that thought in mind, you definitely need to ensure that your products or services are at the best possible level before investing too much time in your company brand. Once you are sure that those aspects are at the highest level, you can proceed to brand your business and compete with your business opponents.

I mean, sure, you are not the owner or manager of Coca Cola or Apple, but what is preventing you from having an equally, if not even better, designed logo for your business? Having a great logo is part of that branding strategy that could mean the difference between succeeding or failing on the market. Investing some time and money in designing the best possible logo that you’ll be proudly sticking on any means of communication with your clients, including your website, store front, product packaging, restaurant menu, or any other promotional material you decide to share with the world is a wise idea. Make sure your logo looks good both in large and small resolutions because you will need it for various uses. Therefore, designing a logo that has too much going on may not be the best idea for scenarios where you do not have enough room to print out a large version of your logo.

Your company logo, as well as any other aspect of your business should follow the same style. Consistency is extremely important when it comes to branding. No matter if you are about to design a website, flyer, restaurant menu or product packaging, your colors, fonts and the overall styling should remain consistent throughout all these different forms. If you already have a website and you are about to order a business card for you or your managers, then make sure your business card follows the same standards you already established on your website or in your actual store. Use the same logo across those different formats, because in your business battle, your logo is your proud banner. Stick it up and high proudly.

When deciding on your brand strategy, make sure you have taken into consideration all your strengths. What makes your company or your product different from your competitors? Is it high quality? Or is it maybe a low price? Depending on your answer to these questions, your strategy may need some adjustment in one direction or another.

Another great part of branding strategy is to develop a tagline that will describe your company or your product in the best possible way with the least possible words used. Repeat such a tagline in all your printable or online materials whenever possible. Having an easily memorable statement as your tagline could mean a lot for you in getting more clients or getting some of your existing clients to do business with your company again. It will simply make you stand out from your competitors.

Last but not least, be true to your brand. If you made some claims and promises in your branding strategy, then make 100% sure you stay true to those promises. There is no worse brand strategy than failing to deliver some of the promises you so boldly pointed out. Make sure you deliver what you promised!

Karin Jakovljevic

About the author

Karin Jakovljevic

Karin Jakovljevic is the head of marketing at Ximble, a powerful, cloud-based workforce management system, simplifying employee scheduling and time tracking for retailers, restaurants and small businesses.

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