Branding Done Right

Most business owners don’t consider the implications of building a strong brand. Even though you may never be another Apple Computer, or Microsoft, it is still important to develop a “personality” for your business that will help make it memorable.

Think of it this way. Imagine you meet somebody at a professional event. You spend a few minutes in polite conversation and then move on. In those few minutes you will have developed an impression of who that person is and if you might do some business with them at some time. Importantly, they have done the same, creating in their mind a “snapshot of your business”. The challenge is to create a story for your business so they will remember your company and what you do. So that when they need your services, they will have a better chance of remembering you and your company.

In addition to having a story for your company, you will also need to develop a logo or a “look” that relates to that story. Often this includes a color palette that is unique to your company or product. The third element is that the story and logo need to be used consistently so that your message gets a chance to get embedded in your prospect’s mind.

Here’s just a quick example. Suppose you have a company you’ve decided to call “Baskets of Love”. You build and deliver custom baskets of goodies. The baskets could have photos, flowers, candles, tickets to an event, a gift card to a fancy restaurant, etc. The name is easy to remember and instantly creates a strong mental vision of the gift. Baskets already represent something special as they are associated with certain holidays, surprises, and flowers. You decide that “We Deliver Love” is your defining story.

For colors, you would likely choose soft colors, like pastels which are associated with love. Or you might choose something like a lavender or rose color palette which has a strong emotional appeal since they are associated with pleasant smells.

Whichever colors and shapes that you decide to use, make sure that you have a strong visual and carry it through your web site, on business cards, on the door of your storefront, or at any trade events. There are plenty of freelance designers on line for you to choose from. If you have a strong story and a cohesive design, consistently applied, you’ll have the keys to a memorable business.