Branding. It’s a word that can feel a bit daunting to a small business owner and, in our experience, there are a lot of misconceptions surrounding what branding actually is, what is involved in creating a brand and who needs it. I’m willing to bet that a number of you started your businesses thinking that branding was simply a stash of business cards and a logo but those are just elements of a brand and without the personality to back them up, can often fall flat. And even if you have a larger or already well established business words like strategy, tone of voice or brand books may still leave you feeling like a fish out of water.
For this month’s blog I have compiled a list of questions that we are regularly asked when it comes to branding in order to debunk some of the myths and give you a bit more clarity over what it means to have a brand and why you absolutely need one.
What is the link between brand and business personality and why is it important?
We’ve all heard the phrase “people buy from people” and what this means is that your personality is what attracts people to want to work for you, not how pretty your business card is. Your business is an extension of you so, regardless of how much competition there is providing the type of service you offer, the way you work and the service you provide will have a touch of your own unique flair.
Your brand acts as a first impression and will help to give potential clients a glimpse of what it would be like to work with you. From your colours, fonts, photography, illustrations and tone of voice, your brand should intrigue the right client for you enough to pick up the phone or drop you an email, rather than simply scrolling on by.
Clear, consistent branding also helps to build a strong relationship with both potential and established clients as they know what to expect from you.
I know I need a brand but I just have a couple of employees. Surely I don’t need a brand just yet?
One of the most common misconceptions we hear is “my business is too small to need a brand” or “only big corporate companies need to worry about branding”. Regardless of the size of your business, how many employees you have or even how many clients are on your books, a brand is one of the most important tools your business uses, especially during the early days, and can be the difference between visibility and disappearing into the noise of this digital world.
We don’t know what we stand for? We have a brand but need advice
on how to get the best out of our marketing.
Branding doesn’t have to be scary and at BMinc we can help you come up with a plan that suits your individual needs. We have strategy experts on hand who will get right to the heart of you and your business and work out the best uses of your personal resources (both time and money), while keeping what you are about and why you do what you do in mind to create a document designed to help keep you stay on track with your marketing.
We can also help you to measure results from your marketing to ensure your brand is working hard for you at every stage.
I already have an established brand, but I feel it doesn’t show where I want the company to be now or in the future. I don’t know how to move this forward?
As your business grows you may find that your brand doesn’t quite fit anymore. We work with plenty of companies who have established brands but feel they need a refresh or simply that the brand doesn’t reflect what they stand for at that stage of the business. Our experts will work with you to develop a brand strategy that is cost effective and will give your brand the boost it needs.
This doesn’t necessarily mean a full blown re-brand (although we can help with that too if you decide it’s needed) it can simply be a look at the various touch points your clients come across to ensure that they are sending out the right message. Whether you want a little touch up or to completely shake things up will depend on the general direction that your business is going in and we can support you through the whole process either way.
We love to see a brand develop and grow and feel that, if done well, it can really tell the story of a business. It tells your clients who and what is at the heart of the business, helping them to understand your values and the reason you do what you do. For this reason we particularly enjoy long standing relationships with our own clients (Some of whom have been with us for almost 10 years!) so we can work with them at various stages in their business journey to make sure that their brand is working for them every step of the way.
Do you have a project that might need some design with character or a question that you would like to ask about branding. Please do give me a call on 07899 090 765 or email firstname.lastname@example.org and I’ll be more than happy to have a chat. If you would like to know more about how we work you can watch our ‘how we work’ animation on our home page.