A strong brand that’s easy to recognize and remember is one of the best assets that a business can own. Surveys show that around 60% of consumers prefer to buy new products from the brands that they are familiar with. If you own a small business, you may not only be competing against other small businesses in your industry but also with the bigger companies. Because of this, it’s important to come up with a competitive brand that will help you stand out from the crowd and make the best impression on your target audience.
Moreover, a well-established brand can also improve your credibility when applying for a small business loan. Lenders look for businesses with a clear and recognizable brand as it indicates a strong presence in the market. So, investing in your brand’s identity and reputation can not only help you attract more customers but also increase your chances of securing the business funding you need to fuel the growth of your business.
What is a Brand?
The overall perception and view that people have of your business will equate to your brand. A successful brand is memorable and consistent when it comes to the customer experience in various different aspects including visual branding and customer communication. Your visual brand might appear in various places including on your website, in print materials, packaging and signage, online advertising and more. Main & Rose digital branding expertise is worth investing in if you want to set up a strong brand for an online company.
The Steps Involved in Building a Memorable Brand
1. Get to Know Your Target Audience
Determining and getting to know your target audience is key if you want to lay a strong foundation for building a memorable brand. Knowing exactly who you are trying to reach with your business is key to putting together a brand that they are going to relate to, respond well to and remember over time. Understanding the needs and preferences of your target audience will help you get it right when coming up with the brand mission and brand messages.
Incorporating your brand’s identity into every aspect of your packaging can be a powerful way to resonate with your target audience. Consider using custom shipping boxes with your logo prominently displayed to reinforce your brand’s image and message with every delivery, ensuring a memorable and consistent brand experience for your customers over time.
2. Research Your Competition
Conducting thorough competitor research will give you a better idea of what your target audience tend to respond to best. While copying your competition is never advised, understanding what they are getting right and what they’re not doing very well so far can help you put together a strategy that works for your business, and helps you stand out from your competition when it comes to your target market.
3. Establish a Mission Statement
Take some time to think about your brand’s mission and come up with something that clearly shows what your brand is the most passionate about. Your mission statement will tell your target audience the ‘why’ of your brand and make it clear to them what you expect to achieve when it comes to the value that your business provides. Once determined, everything in your branding should reflect your mission statement.
4. Visual Branding
While there’s more to branding than simply the visual side of things, this is often the part of your brand that will be the most recognizable and memorable. Spend some time coming up with brand colors, a logo, and other visual aspects that most accurately represent your brand and its goals. Ask yourself, is your business minimalistic and chic? Is your business loud and wants to make a statement? Depending on your response you may want to consider using lit channel letter signs as appose to standard lettering.
Whatever type of business you are running or launching, a recognizable and memorable brand is vital to your success.
Here are some additional considerations you must remember:
- Create a brand style guide: Crafting a brand style guide is essential to maintain a consistent visual identity across all marketing materials. This document, covering brand colors, fonts, logo usage, and imagery, serves as the blueprint for your brand’s presentation. Ensuring the principle is applied persistently fosters familiarity and allows you to leave a lasting impression on your audience.
- Be consistent: Building a memorable brand hinges on the unwavering commitment to consistency. Achieving this consistency involves the steadfast use of a brand style guide and the uniform communication of the brand message across all marketing channels. For instance, when it comes to printing marketing materials, ensuring consistency in the output is crucial. Working with reputable companies like First Colour, who can produce high-quality prints, can greatly contribute to your brand’s success.
- Get feedback: Once you’ve developed your brand, getting input from others is essential. This process could include seeking opinions from potential customers, employees, friends, and family. Ask them what they think of your brand and whether it accurately reflects your business.
- Be patient: Establishing a solid brand takes time. Don’t expect to see results overnight. Just keep at it; eventually, your brand will become recognizable and respected in your industry.
Following these tips ensures that your brand resonates with your audience, allowing you to stand out among your competitors.
