There are so many factors that go into good branding – and establishing a strong brand for your business is one of the most important things you can do for it!
Before you go ahead with any other plans, it’s important to establish who you are, what you offer and who your target audience are. Note down the key words you want people to associate with your business and create a model of your idea customer, going through target age, social demographic gender, the lot.
The best way to go in the right direction is to know where you’re going. Once you have a clear idea of your brand identity, you can get started on your actual branding, starting off with design choices….
Strong, recognisable brand design is of vital importance and is divided into many categories, the first and most important one being your logo. The colours and fonts you choose will be how your business is defined, it will tell your audience who you are right off the bat.
When it comes to colours, some of the choices you can make include:
● Yellows and oranges, which indicate passion and fire – however, the former is also generally seen as a happier colour, so it may be best to only use it for more light-hearted businesses
● Black can look sleek and professional, whilst also giving your logo a certain gravity. So going in the opposite direction to previous advice, black may be great for for example a legal company, but it wouldn’t be so good for a business that makes cakes!
● Green can symbolise new ideas and innovation, so it can work great for start ups trying to give off a new/fresh vibe
It goes without saying that you should also make sure that whatever combination of colours you choose matches and looks good together.
Good and well-designed signage that matches your logo and website can also go a long way towards helping you to look more professional. Whether it’s school, signs for universities or business signage, it will always help to boost your branding and will make you look far more professional overall
We’ll go into it a bit more later, but a well-designed website that matches the aforementioned themes of your website can make all the difference in attracting and retaining your target audience.
In addition to choosing a colour scheme that matches your overall design, be sure to put the most important information right where your target market will see it.
But when we talk about website quality, we’re not just talking about design of course – a professional standard website also needs to be well laid out, easy to navigate and have all the information your customers want and need to access. If everything is laid out clearly, your site will keep potential customers for longer in addition to showing them that you’re professional and organised
On the subject of websites, a really great way to boost both their content level and traffic is to set up a blog and reach out to guest bloggers to contribute content. A continuous flow of content will be the key to getting noticed online! Additionally, reaching out to guest bloggers and having them promote your content could give you a massive boost, as many of them have large online followings
And now you may be asking, what’s the best way to reach out to all these bloggers and influencers who are going to fill your site with content and promote your business on their platforms
Reaching out to them via social media is the best way to get in touch and stay in touch. As you look to recruiting these bloggers, you should also look at their profiles first, to check that their themes, aesthetic and audience match up to your business.
You will of course also be able to promote your content on your own pages too and even without the added bonus of letting you reach out to bloggers, developing social media platforms for your company will give you a much larger reach in general.
When creating these pages, you should always be aware of the audience you’re trying to reach, as different platforms can have vastly different audiences. For example, if you’re looking towards a younger crowd, Instagram may be the way to go, whilst Facebook tends to appeal to older audiences. Make sure you use trending hashtags on all your posts too
Once you’ve set up these strategies, it’s important to check that they’re actually working. You’ll be able to see this in several ways, primarily through site traffic, backlinks (the links to your site that exist across the internet, which you can check through tools like Moz Backlink checker and SEO review tools) and of course overall profit.
If you want to compare yourself to your competition, you can also use the aforementioned backlink tools to check how they’re doing!
The best thing you can do with all this data is look at what’s working and stick to it, whilst changing whatever isn’t working. Much like you should’ve done when setting out your brand identity, it might be a good idea to lay out a chart with all the information you’ve gathered, also including points you need to develop on, with ideas on improvements.
In conclusion, there are a multitude of ways to set up a successful brand. These include setting out your brand identity from the start, making sure you have a good and relevant design, setting up an effective website, creating a blog on said website, creating a strong social media presence and analysing what’s working and what isn’t. No matter what option you choose, the most important thing is to remain consistent throughout your branding. This makes you look professional, creates a sense of continuity for your customers and makes your business more recognisable overall.