Branding and Identity – Ways to Build Your Brand

Every business that’s legally registered has a trade name.  But a name does not make a brand or an identity for your products.  What does ‘branding’ mean?

Branding refers to creating an image or a personality for your products.  It extends beyond the company name or the company logo.  Here’s an easy presentation of what good branding is:  the way Coca-Cola uses its brand colors of red and white for all its ad executions; and the way Nike has established the swoosh as its identity image.

Good branding will project an image of credibility for you to your current and future clients.  If you develop a good brand, clients will have a good perception of your company and prefer to patronize your products over the others in the market.  It can also extend to the other lines of your company and to your other products and offerings.  Client perception does go a long way in sustaining customer loyalty.  But a good brand development would cost a lot of money.  So we suggest you keep it local for the meantime.

Effective branding can work well for your company in the local setting.  Here are some tips for you to start branding locally:

1.      Create a professional-looking website.

Everyone goes on the net nowadays to see references and check out product and company details.  You must have a website that will reflect the image that you want of your products.  This website should carry your company’s personality and reach out to your clients.

2.      Be active in the local business circle.

You can involve your product and associate your company with the credible businesses in your community.  Don’t just be a member, be a leader!  This can widen your business circle and create a big branding equity for your brand.

3.      Follow through with your promise.

You can develop customer loyalty if you deliver consistently and make the customers enjoy the same experience they look for in your business.  Ensure your products are of top quality and your service is consistently efficient so that customers will keep coming back to you.

The way clients perceive your brand may not always be how you want them to see it.  Their perception of your brand may be different from the image you want to project.    If there is a mismatch, then make best efforts to make the gap smaller.

About the Author: Chiropractic Marketing Expert, Dr. Chris A. Hawn is an author and online entrepreneur. He is a consultant and chief contributor to RBraintrust.com. If you want to jump-start your small business, attract the right clients and generate more referrals, contact Dr. Chris Hawn today. He can be reached at chris@chrishawn.com

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