The Branding Process: What it takes to successfully brand your company

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Beyond a memorable logo or graphic element, branding embodies the entire customer experience of a business. This includes your logo, website, social media engagements, and the way you respond to phone calls, and your customers’ experience with your staff.

So what exactly is a brand?

Simply put, everything.

Melinda Archer, who specializes in branding for online businesses and helped Hidden Pearls a firm that exclusively deals in hijabs online to become the number one hijab store in the UK, tells us “Branding helps to identify and distinguish your products and services from those of your competitors. Branding is particularly important because it does not only leave a memorable impression on the minds of your customers but lets them know what to expect from your company.” Many units are used to develop a brand, and when all of these parts are functioning well together, the overall brand tends to be healthy.

Branding is absolutely crucial to the success of any business because of the impact it can have on a company. So, what does it take to create a unique brand, own it, and promote it to your ideal clientele?

Know Your Customers

Your brand is a reflection of your company’s image. In order to effectively sell yourself to your target audience, you must pay attention to the message you relay to them. Identifying your ideal audience is a very important part of the branding process. For instance, a law firm would probably opt for a subtle yet professional branding, whereas a company into the sales of extreme sports products would prefer a flashy branding. Understanding your niche and representing yourself through your brand message is a smart way to stay ahead of the curve.

Research Your Competition

Competition is the fuel that runs the business world. It adds a touch of excitement to the entire business process. Every now and then, it is important that you research your competition to see what they are doing right, and how you can stay ahead of the curve. However, you must stay true to your unique selling point as authenticity in today’s competitive marketplace will earn you a lot of credibility and trust moving forward.

Invest Time and Effort in your Logo Creation

A logo is a visual representation and symbol of a company’s identity. It represents the nature and ethos of a business in one swoop, and potential customers can gauge a company’s business, values, goals, products or services, and values by looking at its logo. Therefore, investing quality time in designing your company logo is important.

Many business owners assume that designing a logo is an expensive venture, which is why they resort to the internet for cheaper alternatives. However, in most cases, what you get from the internet does little to effectively communicate your message to the consumer.

Have a Strong and Consistent Online Presence

Now that you have a top quality logo for your business, wouldn’t you like to promote your brand? According to a study conducted by BigCommerce, 18% of online shoppers are likely to buy an item featured on a brand’s Pinterest board. Another 21% would purchase something featured in a brand’s Facebook post. Without a doubt, a strong social media presence matters.

Establish your presence on the platforms your target audience make use of by being active. Generate customer-centric content for the different sections that appeal to your audience, and remember to portray a consistent brand image across all social media channels. Consistency is important as it leads to familiarity and ultimately breeds trust. It is on this foundation you can build brand loyalty.

Make the Right First Impression

Melinda recently helped launch an Eid Gifts range and this is what she had to say “Whether you are just launching your business or you are taking your existing business through a new product or range, it is absolutely important that you make the right first impression. The customer is king, so pay attention to your customer service. If your marketing efforts can attract your ideal customer, the last thing you would want is to be let down by the quality of your customer service.”

You can improve your customer experience by offering avenues for general inquiries and after-sale services. Ensure your staff are well trained and have the capacity to offer a great overall experience, otherwise, the branding process will lose its good taste.

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