There comes a time in the life of every business when you have to review your branding to ensure that you’re showcasing who you are and what you want your company to be.
You may find that you’ve been struggling with defining your company’s personality. In fact, many companies that seem to have a branding strategy find themselves suffering from a kind of multiple business personalities syndrome.
But branding, of course, is incredibly important, communicating to your customers — in store, at events, and online — who you are, what type of products or services you offer and the values your want your company to support and represent. This is crucial because people who like your brand will, in turn, develop connections to that brand. It’s what makes your customers drive a little farther or maybe even pay a little more for your brand than others.
Luckily, in addition to sticking with your chosen colors standardizing your messaging, there are some other aspects of branding you can explore to ensure you are presenting a coherent identity.
Your company’s address can affect how and what your potential customers might think about your business. If your aim is the high quality, high-income customer, are you in the right area to take advantage of this demographic? On the other hand, value-priced products will likely put your business up against a much larger group of competitors, and positioning yourself conveniently can give you an edge. Like the old saying goes, you don’t want to try to sell hamburger to a steak crowd.
Your company personality will tell your customer base who you are and what you are about. Remember that there’s more to a logo than just colors and letters, and simple and to-the-point is always best. Tell your customers what your company is about at a glance. For example, if your company is a sporting goods store, are you a purveyor of fishing, hunting and camping gear, or are you the store to go to for football, baseball and golf equipment? Logos are so important that creating them has become an industry in themselves.
Keep the tone in your written content consistent, and use language that matches the atmosphere you want to create within your business. Are you looking to create a company community that feels solid and business-like, with the structure of formal communications, or build a more-casual rapport with customers and clients?
Every single public-facing piece of information you put out helps form the personality of your business. Choose wisely.