Define Your Brand
Your brand is more than your logo, name or slogan — it’s the entire experience your prospects and customers have with your company, product or service.
► Defining your brand is like a journey of business self-discovery.
It requires, at the very least, that you answer the questions below:
• What is your company’s mission?
• What are the benefits and features of your products and/or services?
• What do your customers and prospects already think of your company?
• What qualities do you want them to associate with your company?
► 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.
► Have a tagline.
Write a memorable, meaningful and concise statement that captures the essence of your brand. Design custom 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.