Your brand consists of your company name and logo, but it also encompasses what customers think and feel when they see your logo or hear about your company. Effective branding can be important, and to be successful, your brand should be something customers recognize and love. Here are branding tips for creating a a brand customers recognize.
1. Keep It Simple
When deciding on a business name and logo, you probably want to keep it simple. You want a name that people can easily remember. If you’re starting a small business, you may even just want to use your given name as your business name at the start. In lieu of that, try a name that’s uncomplicated and that connects to your products.
In terms of your logo, stick with simplicity in your design. Follow the lead of successful brands such as the State Bank of India, Airtel, or even Nike and Adidas. When you see the iconic blue or red logos of Bank of India or Airtel or the swish and stripes of Nike and Adidas, you know immediately what company is linked to that logo, and you probably start to have feelings that you associate with that brand.
Ultimately, you want your customers to have the same sort of connection when they see your logo. Beyond that, a simple logo is easy to replicate and scalable. It works on a large sign above your business just as easily as it does in small print on a brochure.
2. Consult With Outsiders
To figure out which name and logo are the most compelling, consult with people outside your business. If you already have customers, ask them. Which logo do they think reflects your business the best? If you haven’t opened yet, talk with family, friends, and business leaders in your community. Get their feedback on your ideas. If you have a social media following, consider creating an online poll.
3. Connect to Your Image
Once you hone in on the right company name and logo, you need to start thinking about the intangible side of your brand. To get a sense of how this works, think about your favourite brand. What ideas or concepts do you connect with that brand? Do you think of convenience, luxury, quality, kindness, cutting-edge technology, or other ideas? Successful brands evoke clear ideas like that.
Now, think about your own company. Try to distil your image into a few keywords. In other words, you need to narrow in on what you want customers to think and feel when they see your brand.
4. Shape Your Brand Image With Marketing and Customer Interactions
Now that you’ve got your target image, you need to shape this concept in your customer’s minds. You can do that through your marketing and through your interactions with customers. To explain, imagine that your target brand image is high-quality products and personalised customer service. In your marketing, you need to highlight the quality of your products. You may explain where you get your materials, how your products are manufactured, and what makes them high quality. Then, to ensure customers are getting a personalised experience, you need attentive sales staff in your shop and a customer service line that’s answered quickly.
5. Put Your Brand Everywhere
Effective branding requires a lot of repetition. In your shop and on your website, make sure that your logo is displayed prominently in multiple places. Then, reinforce your branding by advertising in a variety of places including websites, billboards, newspapers, radio, or TV. Also, consider getting active in your community by sponsoring a sports team or a community event.
Branding is a continuous process. You should always be focused on sharing and shaping your brand through your marketing. But if you ever get to a point where your brand doesn’t accurately reflect your brand image or starts to lose appeal, you may need to consider a rebrand.