Most business owners understand the value of investing in strategic graphic and web design as part of the marketing mix. They understand the benefits of increasing brand awareness to their target market.
By exposing your corporate identity to as many prospects as possible, you build familiarity with your logo, fonts, colours and overall style. This directly encourages consumers to know, like and trust you. This in turn, increases sales and profits. These elements are the foundation of your branding strategy.
Every business can benefit from having a branding strategy; however, unless you have a multi-million dollar budget, you will need to play smarter than the larger corporations by targeting a niche market. It is often better to regularly target 100 prospects with your branding than try to reach 1,000 prospects only once.
Branding is more than just your logo. Your brand involves just about every aspect of your business. However, your logo and support material are critical components of your brand. For most small businesses branding is something you do once and will reuse countless times, so it is vital to get this right from the outset.
Relationships are a huge component of your brand. How you relate to your customers, staff, prospects and suppliers contributes to your brand. When designing your logo, an understanding of what your brand means is important. A consistent message through the look of your material sets the tone for your organisation.
Benefit statements are a part of your branding strategy. If you have done the research you will be in a position to write successful benefit statements. Use benefits to set yourself apart from your competitors. People buy the benefits they will receive when they own products or services, not the product itself. A benefit statement clearly describes the features of your products or services and the benefits the features provide. Benefit statements can be powerful in getting people genuinely interested in your offer.
When you understand your brand and who you are as a business, you are in the position to start building your market.