How do you brand the business? 5 tips for successful branding.
Sometimes in conversations about successful businesses that failed, people attribute failure to a lack of a good business. However, failure is evidence that something did not go well in the business, but it doesn’t necessarily mean that the business wasn’t built on a successful idea and business model. It’s possible that the business provided a good solution to a consumer problem but failed because it couldn’t generate sales. Conversely, there are businesses that generate sales but fail due to improper financial management, which is a completely different issue.
Focusing on the marketing aspect, we can see that some businesses fail because they don’t invest in branding or don’t do it correctly.
The branding process for businesses is crucial for success. A good product that solves a consumer problem is not worth much if it is not marketed effectively. If you are at the beginning of your business journey or launching a new product in an existing business, you must consider branding issues.
The Winning Branding Recipe
While we all understand the need for branding, those who are not in the field may not know how to start and what principles guide the process of proper branding. So here are some principles that will allow you to brand your business correctly.
1. Goal-Oriented Approach: In every action you take in your business, you should consider the branding strategy and aim to achieve that goal. Your business name, like A.A.A. Services Ltd., may not serve your branding goals, and when choosing a company name, you need to think about the message you want to convey to customers. Always be goal-oriented, whether it’s designing a logo, creating a slogan, or writing content for the business website; all should align with the goal, be consistent, and convey the carefully chosen marketing messages. It’s not a coincidence that this is the first tip; let this approach accompany you at every stage.
2. Branding from Ground Zero: If you have an idea and a business model, you might think about building the business first and then addressing branding. However, this is not the correct approach. Consider branding from the very beginning of establishing the business or developing the product. Develop the business or brand in line with the branding ideas it is supposed to reflect. Branding is not a patch covering everything; it reflects the essence of the product and business both internally and externally.
3. Diversify Marketing Channels: Don’t put all your eggs in one basket. I once encountered a question of whether to invest in Google promotion or social media promotion, as if these were the only two options. Google promotion is one thing, and Facebook promotion is another. Each has its advantages and disadvantages, and these are not the only options. It’s essential to analyze which media channels suit your business. Your audience may be dispersed across various media or using different platforms.
4. Proper Use of Colors: Business branding involves more than just writing marketing content and placing ads. The branding process also incorporates the use of colors, whether they are in the logo or on the website. Color selection is not random; colors convey feelings and emotions and are essential tools in business branding. One color may repel, while another may convey a message that does not align with the branding concept. People in advertising and media understand this topic well.
5. Building Character for the Business: Not everyone understands the idea behind advertising. Some think that advertising simply involves an ad saying, “Come and buy,” but good advertising focuses on building character for the business. When customers identify the brand’s character, they can connect with it, be loyal, and attribute the brand’s traits to its products and services. This sets your business apart from competitors and makes it attractive.
6. Feel the Market Response: Before going big, before launching an expensive campaign, try to conduct a small market test and see how sales, company employees, and customers respond to your branding ideas. You can learn a lot from this and perhaps make improvements. Of course, the best results will be achieved with the help of a professional branding company.
