Think of your favorite brands, or some of the biggest brands in the world. What’s the first thing you think of? What do they all have in common? You probably can name their colors, describe their logo, maybe even share their mottos. You’re able to attribute certain things to them because of something, because of a consistent brand message that has been carefully plotted and executed.
Your own start-up company should be no different. Time and effort should be put into creating a brand message that helps your target demographic connect and engage with the products and services you have to offer, with what you’re really all about.
A brand is more than a color scheme; it’s about how you share your story with the world. It’s the image that comes to mind when others think about your message. It’s one of the most important aspects of a company succeeding or failing.
Define Your Company and What Sets You Apart
Branding starts with a core definition, a solid idea of what your company is, what you want it to be, and the products and services you provide that build that definition. It’s about your values and your mission.
Your mission and values do not have to be strong, big words that sound excellent. They should be easy-to-understand ideas that you used to build your business concept in the first place. Most importantly, your core definition should be different than your competitors. Chances are high that there are others in your field, finding a way to differentiate your own company, from the start is the first step toward creating a consistent brand.
Create a Visual Representation and Use It Everywhere
Creating a visual identity is a critical step in taking your brand from an idea to a tangible reality. It’s the way your customers will associate specific images, sounds and thoughts with your company. The visuals are also, generally, the fun part of building a brand.
Do some research on the psychology of color schemes and the emotions they evoke. Think of the overall look and feel you’d like your brand to have. Make sure you website matches your blog. Branding is an art, and as such, it should be handled by those with experience.
Once you’ve created a brand you’re comfortable with promoting, use it consistently in all forms of communication. Maxwell Systems does this perfectly. They’re a construction solutions company and have a branded message and feel that is demonstrated clearly on their website. Furthermore, it is used on all social media networks, email signatures, blog, and other forms of communication. When someone interacts with the company, they receive the same experience, regardless of the medium. This is what a brand should be, and how it should work to be effective.
Building a brand should start with the inception of your company. It should be at the forefront of every initiative and part of every marketing strategy. A brand is how your company’s message, ideals and values are broadcast to the world. Start with a definition and go forward, making sure to be consistent across all venues.