There are some things that the new business owner can skimp on – branding is NOT one of them. In fact, without proper branding, your business has a very small chance of succeeding.
Your brand is your product’s personality. It is what makes it stand out in the crowd. Disregarding the branding process creates an identity crisis of sorts. If the item that you are marketing and selling doesn’t have an identity, a purpose and a social standing, there is no hope for it to gain a following. So, how do you take your product and make it the most popular kid in the school? Here are a few tips to get you started!
- To begin, choose a name that will both be catchy and will represent your product well. For example, a toy store for kids named ‘Fish’ will definitely throw off the majority of people who come across it. On the other hand, ‘Go Fish!’ will conjure up images of the favorite childhood game and it will pique the consumer’s interest.
- Once you have settled on a name, it is imperative to have a visually appealing logo and color scheme created. Remember the old adage, “Put your best foot forward?” Now is the time to listen to that advice! Do not use clipart to create your logo design and unless you are a graphic designer, don’t try to create it yourself. Your logo is going to speak volumes to your target market – you want it to convey the message that you are a well qualified professional. A poorly designed logo will not accomplish that goal.
- Consistency is key! Once you decide on a logo and a color scheme, use it consistently. If you continue to change the colors, the font style, or the logo itself your customers will be more focused on trying to figure out “who” you are instead of “what” you are all about. Be sure that your logo and color scheme is the same on all of your marketing materials both online and in print.
- A great complement to your logo is a tag line. Think of some of the great tag lines throughout marketing history – they stay in the forefront of your mind and you don’t forget the company or the product! Take for example, Allstate’s tagline, “Are you in good hands?” This statement combined with the logo of the open hands conveys strength, protection, and peace of mind. This is the power of a great tagline!
When crafting your branding strategy, keep in mind your end goal. The purpose of branding is to set your product apart from its competition. Don’t forget, your branding campaign must provide the consumer with the answer to the question, “What makes this product better than all the rest?”
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