If you think branding is just about your logo, think again. Your brand is the message you send your customers about who you are as a business and what they can expect from you. While your visuals – such as your logo and the look and feel of your website – are a key part of communicating that message, your brand is bigger than that. Your brand attributes should extend to many other aspects of how you operate day-to-day, including:
- The types of products or services your provide
- How your customer service team answers the phone
- What your sales team wears on calls and at conferences
- The tone and voice of your written materials
- How you interact on social media
- The design of your storefront
Your brand is the face of your business and is often the first opportunity you have to communicate your purpose and mission. Taking the time to think through what you want to communicate – and whether you’re doing it effectively – is essential to your growth.
How a Consistent Brand Identity Can Help Your Business
Let’s take a closer look at how being intentional about your brand identity can help your business.
Build Brand Recognition
From logos to letterhead, all of the visual elements of your marketing materials should have a consistent look and feel. In addition to looking polished and professional, cohesive visuals make it easier for your customers to find you and recognize you. And that recognition creates a level of comfort that makes it more likely prospects will do business with you.
Generate Trust and Loyalty
Beyond just recognition, consistent branding can also help you build trust and loyalty with your potential customers. Think of your brand messaging as a promise of what your company can do. When you deliver on that promise, you demonstrate that you’re trustworthy and legitimate. You also give your satisfied customers a reason to talk about your business and share their positive experience with you.
Streamline Advertising Efforts
Let’s face it. Most small businesses don’t have unlimited advertising budgets. Just like the process of defining your target audience, taking the time to define your brand attributes can help you target your advertising to the most appropriate channel AND audience. When you understand the type of messaging that will resonate with your target customers, you can use your marketing dollars more efficiently and create more effective ads.
If you’re still not convinced that consistent brand messaging is that important, consider this: your potential customers are already forming opinions about your business based on what they see on your website, in your ads, and on social media. What are you telling them? When you choose to be intentional about your brand, you can control the narrative and make sure that you’re clearly communicating your mission and your values.
Effective branding makes it easier for you to acquire new customers, and while it takes time and planning, it’s worth the investment. If you need help with this essential process, contact EmoryDay. Our marketing specialists can guide you through the process of defining your brand, so you can focus on delivering a consistent, cohesive message to your customers – and grow your business as a result.