Branding: The marketing
practice of creating a name, symbol or design that identifies and
differentiates a product from other products. ~ Small Business Encyclopedia
Marketing: The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. ~ American Marketing Association
What
does this mean to you and your business? Establishing, and promoting your brand
will help you to stand out. The greater your brand recognition, the better your
chances of being remembered when someone is looking for you. Remember that 97%
of your clients are not looking for you, but when they are ready to find you,
you’ll want to be sure that your company is top of mind.
When considering how you wish to brand yourself, and your company, you’ll first need to establish what your brand stands for:
- Who are you?
- What is your business?
- What do you stand for?
- How will you create your “brand” recognition?
- Does your brand have a story?
- Website
- Promotional materials (business cards, flyers, postcards, brochures, lawn signs, etc.)
- Uniform
- Colour
- Phrase
- Policy
Enlist
the services of a professional to design your logo – this is your company’s
first impression, and you want to ensure that it’s a clear and positive one. Your
logo is not only about the graphics, but also the colours and the font that you
select. Choose your colours carefully – remember that these colours will then
be used in all future branding. Take into consideration the science behind the
colour(s) that you choose. Next, decide whether or not your name will be a part
of your logo, and consider what other elements you wish to see – it may be
abstract or specific, depending on what you wish to portray.
In addition to your logo, a catchy tag line can also help to establish your brand. This would generally be printed with your logo, and essentially become your company’s mantra.
Ex: SLS Academy - Home Stager Training Redesigned for Tomorrow's Home Stagers
Branding extends to every aspect of your business, from how you answer your phones, to what you and your team wear, your e-mail signature – everything. Be consistent, and be memorable.
Want to learn more? We walk you through creating your own brand and marketing plan in our Business of Staging course - learn more by clicking here.