What is branding? Branding, in short, is the practice of using your business name and logo in marketing communications allowing the consumer to better recognize you for what products you offer in the marketplace.
Branding does more than creating recognition however, branding builds trust and loyalty among the consumer market allowing you to penetrate future markets with new product offerings more successfully. Successful branding campaigns can expect more sustained customer relationships and sales over longer periods of time than companies not implementing branding strategies.
The largest and most successful companies in the world all have used branding in their marketing communications building their brand equities into billions of dollars. Tide, Coca-Cola, Pepsi, Nestle, Ford, Boeing, and many more have all successfully built their brand to the point where consumers know them by heart and trust their products enough to purchase them without debate to the safety or quality of the product.
Branding is a long-term strategy for any business but should be strategized and implemented into marketing communications from the very beginning. If your a small brick and mortar business in a small town or city you should still follow branding strategies just the same as if you were a national franchise or corporation. There is no excuse to not use a branding strategy for your business and that includes small e-commerce websites. If you own a business, you need to brand.
Starting a branding strategy does not entail a giant budget or advertising campaign if you are low on company funds. You can start small in various different ways, some ways you may have already started using.
- Voicemail – Every business has a voice mail for when there is nobody there to answer. Make sure you use your company name in the voice mail twice. Once in the introduction and secondly in the end.
- Email – Use your company name and logo at the top of all letterheads including email. Reinforce your company name in the signature area after your messages as well. Constant reinforcing of your brand is crucial to the life of your business and once again you see the use of the company name used twice. Once in the Letterhead and once after the signature. Beginning and end.
- Advertising – In all advertising focus on how to include your company name and logo. Audio advertisements use your name twice. Once in the beginning and once at the end minimally. Display and television ads always make sure your company name or logo is always present and visible. Display ads will include online banner advertising as well.
There are many other ways to add branding strategies into your marketing communications, just remember that every mention of your company name is another way to reinforce company image to the consumer bringing recognition for your industry equaling into future sales. Anything that involves your company communication to consumers, businesses, employees, press, peers, etc. should always be branded. You will find that a good branding strategy can carry your business a long way and strengthen your company for future markets and endeavors.