Branding Basics
by Shane on 28/09/06 at 8:03 am
4 comments
It took me 3 min to create this logo using LogoYes. It’s a nifty, easy to use tool which, with $99 will get you well on your way with the branding of your new little enterprise.
Just in case you thought branding was only about the logo, here are some basics written for Entrepreneur.com by the president of LogoYes:
Once you’ve defined your brand, how do you get the word out? Here are a few simple, time-tested tips:
- Get a great logo. Place it everywhere.
- Write down your brand messaging. What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes.
- Integrate your brand. Branding extends to every aspect of your business–how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything.
- Create a “voice” for your company that reflects your brand. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Is your brand friendly? Be conversational. Is it ritzy? Be more formal. You get the gist.
- Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand.
- Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don’t need to be fancy, just consistent.
- Be true to your brand. Customers won’t return to you–or refer you to someone else–if you don’t deliver on your brand promise.
- Be consistent. I placed this point last only because it involves all of the above and is the most important tip I can give you. If you can’t do this, your attempts at establishing a brand will fail.
Shane Dryden is the 'Maven' at Ideate. The driving-force of Yuppiechef, Shane loves to write on advertising and innovation. He spots the non-obvious stuff behind the obvious, which seems obvious, but isn’t really that obvious (obviously). View more articles by Shane.
Fred
Sep 28th, 2006
I reckon the two most important things to remember are:
1. be consistent
2. be pervasive (i.e. be where your customers are)
- but then, Shane, you knew I would say that!!
Karin
Sep 28th, 2006
KISS principle comes to mind (again) Keep It Simple Sweetheart, especially in business i.e. branding/marketing.
I don’t like the phrase USP, too many companies spend too much time trying to find (create) their USP and forget to behave like it or deliver on it.
I rather call it Outstanding Selling PointS: OSP’s, because it could be the combination of 1 or 2 (or more) specifics that make your company stand out among the others.
Shane
Sep 28th, 2006
Great point Karin, nothing worse than faking it – Keep It Real In Other Words! This is the KIRIOW principle…heard of it?
Karin
Sep 28th, 2006