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4 Branding Elements You Need to Focus on - Carol Evenson - Blog

4 Branding Elements You Need to Focus on

Your branding is one of the most important aspects of your business. Why? It's often the first thing potential customers can see, and it tells them a lot. Your branding is how people recognize you, or forget you altogether. To make a great first impression, here are the branding elements you need to focus on.

  1. Company Values

You may be tempted to focus only on the quality of your service or product, but don't neglect developing your company values. Customers connect with companies who share the same values, and they may even pick one company over another because of those values. For example, if you use solar panels and a solar battery, customers may be more willing to spend money with you because they value environmentally-friendly habits. 

This doesn't mean you should pick certain values at random and incorporate them into your branding just to bring in customers. You'll appear performative, and customers will be able to smell it from miles away. Only incorporate aspects you can reasonably commit to. If you want to donate parts of your profits to animal shelters, cancer research, and food banks, but later decide all your donations are eating into your profits, customers will notice when you drop causes.

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  1. Graphic Design

This is not a project to take on yourself unless you have graphic design experience. Even then, you may not be able to have an objective view on the project, and it may be worth hiring a graphic designer. When it comes to branding, you want a logo that gets your point across simply and clearly. Think of the Nike logo. Simple and instantly recognizeable. If you try to cram too much into your logo to tell a story, it'll just look cluttered and unprofessional. 

When you're trying to decide on different designs or you can't choose between colors, it's a good idea to get a second opinion. If you have employees, let them help during the design process. It gives you the extra feedback and they get to feel like their opinion is valuable. If they handle different areas of the company you're not as involved in, they may have a unique perspective that helps make your branding even more defined. If you don't have employees, consider asking some of your customers. Repeat customers are often happy to give their opinion (especially in exchange for a discount or free products).

  1. Extension Opportunities

Even if it's a long way off, if you want to expand into other products or services, how well do you think your current branding would fit those extension opportunities? If you currently sell accessories, how would shoes or clothing fit into your your brand? If you sell candy, how would drinks or other foods fit your brand? A new line of products or services can trigger new growth and ultimately launch your company to the next level, so even though it may take you some time to brainstorm in the branding stage, you need to know where you want to take your company in the future.

Some extension projects will fit more easily than others, but that doesn't necessarily mean you should discard ideas that don't fit. If the expansion feels right to you, it just means you may face a rebrand. 

  1. Target Markets

Before you develop your branding, you should have a good idea of your target market and what they look for. Men aren't as likely to pick up products with feminine colors or font, for example. Sharp angles and dark colors paint a very different picture from bubble letters and bright yellow colors. Are you going for elegance or artistic? Rugged or refined? All of these can be conveyed in the details of your branding, so make sure they're intentional. 

Defining and developing your brand is a complex but essential part of your company's success. It can get frustrating and take some time, but it will be one of the most valuable tools in your arsenal when it comes to drawing in new customers.

Publish Date: May 5, 2021 1:35 PM

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