We all want our businesses to stand out from the crowd. Although it takes some time and effort, it’s worth it to have a unique identity that is instantly recognisable. Here are a few ideas that can help you along your way to having your own brand identity.
You may not think it important for a small business to have a brand, but having a brand is one of your greatest assets. Lots of big companies try to look like small businesses in order to appeal to customers who prefer to support smaller, independent brands. Your brand isn’t just about your logo, slogan and design scheme, but also about the experience your customers get at every touch point with you.
The first thing to do is to think about a mission statement for your business, which is a short sentence about what your purpose is. We all know Nike’s tagline, ‘Just Do It’ but did you know that their mission statement is ‘To bring inspiration and innovation to every athlete in the world’. So their mission statement encapsulates everything that the company is about and wants to achieve in one short sentence. This is no mean feat, but achievable for your business with a bit of thought. You could always get a few friends round and have a ‘get my mission statement’ party…but make sure you work on the statement before you start drinking…or you could have some very interesting stuff!
It can be easier to think of your brand as a person – what does it like or do? How does it help people? What do you want customers to remember about your business? It’s important to be consistent across everything you do and give the same high quality service and friendly attitude to every customer, so they all have the same or similar experience. This is especially important if you’re dealing with a complaint – be consistent; apologise; find out what went wrong and why and then try and put it right, keeping the customer informed. By doing this you can often turn a complaint around into something positive and turn the complainant into a loyal future customer. I think that the main thing to remember is to always consider your branding with every interaction with a customer.
So, now that we’ve looked at the experience you want your branding to give you customer, it’s time to look at the more practical stuff – business name, logo, colours and design – these are important and help shape your brand, but you need to know what the mission statement of your business is first before you begin, as this helps everything else fall into place.
Choose a business name – what name you choose will depend on what you do. I chose to use my name, coupled with what I do ‘Cindy Mobey Freelance Writer’ – does what it says on the tin. But you might want something that is catchy and captures the nature of your business. Think long and hard as once it’s out there, that is how people will see your business.
Logo – Once you have your name, you could incorporate that into a logo – again to make your business recognisable. As well as an overall logo, you could also have smaller logos for individual product lines.
Brand Colours – The colours you choose are more important than you might think – according to research by web design and marketing company, WebPageFX, people make a subconscious judgement about a product in less than 90 seconds of viewing, and a majority of these people base that assessment on colour alone. In fact almost 85% of consumers cite colour as the primary reason they buy a particular product and 80% believe that colour increases brand recognition. Wow! That’s quite powerful.
Tagline – The most important thing with producing a tagline is to be succinct. Your tagline captures what your business does and its values in one, very short sentence. For example, Nike use ‘Just do it’ – L’Oréal use ‘..because you’re worth it’ – both very powerful brands with very simple, catchy taglines that tell you what they want you to remember about them. In order to help you come up with your tagline, concentrate on the features of your business, how your products make people feel. Make a list of all the good things about your business …do your products enhance someone’s life?…make them feel more beautiful?…provide solutions to your customer’s problems? Then brainstorm words that describe those things – it might be worth getting a few friends together to help you brainstorm. Once you have a few words, you can come up with a tagline.
Fonts – When looking at your brand for the first time, people will notice the colours and also the font – the way the brand name is written. There are so many different fonts, so try and choose one or two that enhance your business name…for example if you sell vintage jewellery, look at a vintage font.
Tone of voice – Most big companies go for straight forward language or the ‘plain English’ approach. This helps customers easily understand what you’re saying without having to wrestle with big words, long sentences or jargon. Keep the language simple and friendly and you can’t go far wrong!
I hope this has helped you think about what you might like your brand identity to be – let me know if you have any other ideas, or if you need help to set the brand identity for your business.
Images courtesy of 1 & 2) Stuart Miles, 3) Keerati 4) boulemonademoon at FreeDigitalPhotos.net