Branding is one of those subjects that online business owners know to be important, but which so often seems to be mentioned only in relation to organisations at either end of the size scale – those only just beginning their journey, and the Apples, Googles and Coca-Colas of this world.
Yes, there are major lessons to be learned about the branding techniques of those firms whose products are a routine sight in our homes and offices. Here at PENNInk Productions, we’re certainly well-practised in catering to small and local firms with our Internet marketing consulting services.
As your organisation expands, here are three of the steps that have been consistently shown to help get your branding right.
1. Document everything
If your business has long been built around the ideas of a relatively small number of executives and marketers, it can be easy for those individuals to always depend on those inner ideas of what the company’s brand is and isn’t.
The fact is, a medium-sized business requires strong foundational brand elements and those elements need to be documented for the benefit of the whole team. This isn’t just about the colour of the logo or the specific fonts used on the website; it’s also about such profound matters as the business’s mission, values, voice and tone.
10 Branding Statistics You Need to Know in 2021 [Infographic]
Branding is not just the logo you design, the font you use, or the products you sell. It’s all these things and much more. It’s the customer experience you provide. It’s the philosophy you embrace and the culture you adhere to. A brand is a feeling that a business evokes in customers-it’s what makes your business unique.
Statistics indicate that an organisation presenting its brand in a consistent manner may be able to boost its revenue by as much as a third (33%). So, it’s crucial not to count on individuals achieving that consistency. Instead, start putting together those style guides for your design and copy that will help ensure you’re always presenting your brand in the most effective possible way.
2. Be genuine
Showing authenticity has long been a central plank of branding for every organisation, and it will hardly relent in importance as your business grows. As your firm’s profile increases, your target audiences will be discerning about whether your brand presentation matches up to the reality of what it is to work with or purchase from your company.
Many organisations in recent years, for example, have felt a greater need to express a stance on important political issues and social justice movements. However, observers may be circumspect about brands that only assume a position at times of particular pressure or crisis, having previously been silent on those same issues.
The brands that convincingly communicate that they are genuine will be the ones that don’t wonder how to react to events, but which instead already know their stance, and lead the conversation. And if your brand isn’t exactly one that will “save the world”, that’s fine – customers appreciate the authenticity of firms that tell it as it is.
3. Focus on brand mission
Continuing from the above point, it’s important to keep in mind that you can never be all things to everyone; after all, even in Apple’s case, there will always be people who prefer Samsung smartphones and tablets. As your business grows, it will become even more important to be attuned to what gets your niche audiences raving about what you do.
To establish those things in your executives’ and marketers’ minds and your branding approach, you’ll need to undertake appropriate research, including asking your customers for feedback. The latter doesn’t need to be a frightening process, given that you’re likely to learn as much from negative feedback as you do from positive feedback, when it comes to plotting your brand’s future direction.
As your organisation does grow, you’ll need to keep a close eye on the data you have and your customer profiles, to determine which audiences are responding most favourably to your brand, and how they define both your brand and themselves. This will inform your branding strategy going forward, helping you to evolve it as and when needed.
Whether you’re only just getting started on the web or your business is more established, our team at PENNInk Productions can provide suitably impactful and tailored branding services. Simply call 020 8144 7931, or contact us by email for more information about our Internet marketing consulting services and expertise.
Lisa Penn is a Visual Communications Specialist with a background in user experience and psychology. She has held a variety of roles encompassing user experience creative strategist, architect and manager, where she has successfully bridged the gap between design, technology and development.
