In a world where there is so much marketing noise, the importance of branding cannot be underestimated. Branding is one of the most important aspects of any business. It doesn’t matter how big or small your business is or whether you sell a product or service, branding is of utmost importance to the success of your marketing endeavors.

Your Brand Strategy

Whether you are a sole trader, a writer with only one book to sell or a multi-national conglomerate, an effective brand strategy can give you the competitive edge you need.

Your brand strategy is how, what, where, when and to whom you plan on communicating your message and deliver on promises made via your branding. Where and how you advertise, what you communicate with your branding message and your channels of distribution are all part of your brand strategy. Your distribution channels are also part of your brand strategy.

But what does branding mean and how does it affect your business?

What is Branding?

Branding is the picture you show to the world, the picture that will tell the world what your business is about and what your Unique Selling Proposition is. In a certain sense it literally is a picture. The foundation of your brand is your logo. Your website, packaging and promotional materials like advertisements, social media channels – all of which should integrate your logo – communicate your brand.

Your branding has to include your logo and the design of your website and promotional material like your social media channels. Also, it has to form part of your packaging in the case of a physical product. Whether you sell a book or perfume, your brand needs to be clear on the packaging.

It is important that you are able to convey an immediate message about your brand with these ‘pictures’. If someone can’t say what your business is selling within the first 10 to 15 seconds after seeing your website for the first time, your ‘picture’ is wrong. Then the branding of your website isn’t done in such a manner that it immediately conveys your message the way it should.

The branding of your logo, website and social media channels all have to contribute to what your goal for your business is: SALES. If making sales isn’t your goal, then you shouldn’t be in business. I have never met a successful businessman (or woman) who didn’t want to make sales.

But it’s much more than a picture. Your brand is your promise to your customer. The picture you convey tells potential customers what they can expect from your products or services.

Your brand has to convey the message about your Unique Selling Proposition. It has to differentiate you from your competitors. It has to give your prospective customer a reason to buy from you rather than from anyone else.

The Value of a Consistent Brand Strategy

Consistent, strategic branding leads to a strong, recognizable and trusted brand. Done right, your branding will allow you to charge more for your brand than your competitors can. This is called brand equity.

Companies like Coke, Nike and Mercedes have spent millions of dollars and a lot of time to build brand equity. They can charge more for their product than their competitors because their brands are trusted more. Is Coke necessarily better than generic soda brands? Not always, yet we are willing to pay more and when in a foreign country we tend to ask for Coke more than any other drink – simply because of the brand equity they built. There is a perceived quality to these products with high brand equity, simply because of their insistent branding messages that cause immediate recognition and a higher perceived value.

How do I determine my brand?

Before you can devise a branding strategy you need to define your brand. Defining your brand is like a journey of self-discovery.

Your brand is derived from who you are, who you want to be and who people perceive you to be. No matter who you are behind closed doors, you can determine what your brand should look like. Do you want to be known as the tech-head who can fix anything related to tech? Have you overcome all odds after suffering some major trauma and want to encourage and motivate others to live their best life? Are you passionate about employment and want to stand out over a myriad of recruiters?

First you need to determine who you are and what you have to offer. However, when determining a branding strategy, you also need to look at your target customer. Your branding won’t be effective if you don’t keep in mind (at least to some extent) who your target customer is.

As part of your journey to being able to define your brand, you need to find the answers to a few questions:

• What is your/your company’s mission?
• What benefit is there to someone for using your product or service?
• What do others already think of you, your company and your product or service?
• With what qualities and value do you want people to associate you, your company and your product or service?

The answer to these questions may not always be simple. You will probably have to do some research. But to do the groundwork and learn about the needs and desires of your prospective customers and how you are viewed will help you put a branding strategy in place that will raise the perceived value of your product or service. This research can make or break your branding strategy. So it’s important to do it right. You may need help doing this properly but it is worth doing it right.

My research is done so where to from here?

• Name your company. It’s worth a lot if your name can incorporate your branding. An upmarket company won’t be named Crazy Monkeys, just like a preschool won’t be called Executive Style.
• Write down your brand messaging. This will be the ‘elevator pitch’ so many businesses forget to formulate. Make sure that everyone who works for the business has a copy of your brand messaging.
• Come up with a tagline that will be used in your marketing, especially on your website and marketing materials. This should be a shortened, to-the-point version of your ‘elevator pitch’.
• Have a good logo designed. As your logo is the main ‘picture’ of your business, it’s important that it’s a good one. This doesn’t have to be expensive but if done right, will be valuable. Make sure you use your logo everywhere.
• Create a voice for your brand that you will integrate everywhere. From the sign on the outside of your building to the way you answer the phones and your e-mail signature, everything has to reflect your brand.
• Deliver on the promises you make with your brand – consistently.