Your name, logo, slogan and how you sell your products or services all help to create the feeling customers get when they come across your business. Here are tips on how to build a strong brand.
Many people mistakenly think a brand is the same as a logo. But it’s much more than that — it’s the way customers see, hear and feel about your business.
First impressions lead to customers making instant decisions about your business — if they trust you or want to buy from you or not. So it’s vital you get people to believe in your brand from the start. It’s worth creating personas — fictionalised profiles of key customer types — as you create your brand.
A well-thought-out brand is important for all businesses. For some the basics will be enough. But if your brand will help attract investors and/or big-ticket projects or clients, it can be worth getting branding advice in the earlier stages of planning your business.
The first step is to find the best name for your business. There are tips and tools to help you do this on Choosing a business name. Then you can move on to logos and slogans.
You’ll need a standout logo. Use a professional designer, preferably under direction from you and a branding advisor, if you have one.
It should be:
How to start:
A memorable phrase can be the ideal accompaniment to your slogan and is another key part of your brand. Think about a famous brand — Nike, Tui beer — and chances are you’ll instantly hear the slogan that goes with it.
You’ll want your slogan to:
Start by writing down some ideas for slogans. Have fun with it, and include friends or business partners. Take the list and discard the ones you don’t like or aren’t suitable. Do any of the remaining slogans hit the right note?
It’s not an exact science, but creating a great slogan that reflects your brand is a skill. Think about getting a branding expert to help you do this.
Keep your personas — fictional profiles of the types of people most likely to buy your products or services — front of mind.
Your brand should reflect your market position and what you know about your customers. This applies to your logo, slogan and other branding assets, eg flyers, website and business cards.
Think about who is most likely to benefit from your products or services, and turn these fictional customers into personas. This involves creating a profile for each persona, including:
How to create buyer personas (external link) — digital marketing consultants FIRST