Branding goes beyond have a common look and feel to everything that leaves your office, although that is certainly an important part of your branding strategy. Ideally, your brand becomes so recognised that people can use the name of your company as shorthand for all of the value attributes that are associated with it.
Research current opinions
Before you can create a new brand for your business, you need to know what your current brand identity is. Even if you never created a brand, you will have one in people’s minds. Existing customers can tell you what values and attributes they associate with your company, as can your employees and business partners. If you are a new company, you can compare and contrast your product line with existing products and ask prospective customers what attributes about your products would make them switch from the products they buy now.
Identify chosen values
From the list of attributes and values identified, select all of the positive values that you feel are core attributes of your business, or that you want to be known for. Weed out any values that are shared by other companies in your industry, such as good customer service. If any negative values are identified, find a value that puts a positive spin on that value. For example, if people think your company is “slow”, assert that your company “takes the time to do it right”. The values that remain should be those that are necessary and sufficient to define your business – all of the values that are distinct to your business and no others.
Visually represent those values
Design a logo for your business that expresses all of the core values you have identified. The logo should use images, colours, and fonts that combine to express your values. It is well worth hiring a professional for this, rather than attempting to do it yourself with some clipart and a basic graphics program. Your logo will form the visual centrepiece of all of your product packaging. You will be using colours and fonts from your logo to create thematically consistent product literature, product packaging, and advertising.
Make a promise
Finally, create a tag line for your business that goes with the values expressed in your logo. The tag line is not simply a memorable rephrasing of your core values. It expresses the emotional reason why someone wants to do business with you. Think of the original Federal Express tag line, “When it absolutely positively has to be there overnight.” That tag line conveys the desperation of the customer, and promises that the problem would be solved with rock solid reliability, so they do not need to worry about it. The emotional reason being promised is peace of mind.
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