Five Branding Basics You Can’t Ignore

branding company nycDoes your business have a brand?

Even if it’s not something you’ve thought about all that much, the chances are that your clients have. You may even already have a reputation for doing a certain type of work unbeknownst to you.

That’s why it’s important to get involved with branding as soon as possible. The biggest lie is that branding is reserved for big businesses like Coke and Nike, but the truth is everyone and everything has a brand that exists in some way, shape or form. As such, it’s important for you to know some of the basic tenants of branding – particularly the ones you can’t possibly ignore.

Here they are:

Consistency – Brands that are recognizable all have the same thing in common – they have consistency throughout. From the font you use to the keeping logos and themes centered on strong, powerful undertones – everything you do needs to reinforce your brand.

Appearance – Like the old saying goes ‘you never have a second chance to make a first impression’ and just as with anything else in life – appearances do matter. People will judge you and your brand on a variety of things, but those first impressions that are made from visiting your website, holding your business card or picking up your brochure speak volumes about you, your business, it’s quality and your capability.

Relevance – You can have great looking collateral and a website with all the bells and whistles, but it it’s not relevant to your target audience, it’s just art. Creating a relevant brand means you need to understand your clients and prospects. That means doing research, talking to them and defining a space that meets their needs, not yours.

Reputation – While reputation takes some time to build, you’ll find that it will evolve into one of your most important assets. Simply put, how you act and what you can say has a tremendous impact on your business – especially for those who feel like reputation management is a myth. Building good brands is based on paying attention to your client’s needs, delivering on your promises and turning in the best work possible – every time. Simply put, the more people trust you, the more likely they are to do business with you.

Presence – Good brands are there, even when we don’t necessarily notice them. Establishing one is based on three key components: advertising, social media and community involvement.

While the components mentioned here are done so in a low-level manner, we can’t stress their importance enough. Stick to these five guidelines, and you’ll be well on your way to building a brand that works.

Four Key Components of a Strong Brand

branding new yorkWhile there is certainly no, single magic bullet to help take your brand to the next level, there are four foundational ingredients that solid brands have to live on. Mixing these ingredients together is how you succeed in creating a good brand.

The right customer – In a world where everyone wants everything from everybody, the brands that can successfully specialize will be the ones that are going to be here over the long haul. Finding that target customer and relentlessly focusing on them can pay tremendous dividends but also means you’ll have to sacrifice things that aren’t valued by others. Good branding always requires sacrifice. If you try to be all things to all people, you will fail.

Personality, promise, and position – Simply by targeting your brand, you’ve made this part of the branding process that much easier.

Consistent delivery – Good brands always deliver a consistent experience – from conception and sales through to the delivery. In every way a brand is experienced, customers must be able to depend on you regardless of the platform. Strong execution from your team is what tells your brand’s story and proves that your established values are not only authentic, but also widely shared across your organization as well.

Responsiveness – Being able to respond to changes, challenges and opportunities is what will be the true test of your brand’s longevity. The desire to want to evolve, the leadership to effectively execute change and the ability to renew itself is a requirement of any successful brand. Your customers needs will change and so will yours.