A strong, clear, brand image is vital to the success of any company. You may think that branding doesn't really matter; especially if you have a great product or service— but nowadays that’s not enough. The truth is, you do have to have a wonderful product but if your branding is amiss no one will ever hear about your company or choose you over competitors with better reputations.
Another fallacy is that powerful branding takes a long time to implement and requires a lot of money. This is one of the most popular excuses companies make for not pursuing a better branding strategy. Conversely, in fact, compelling branding can be done for either relatively cheap or free and does not take much time at all. There are so many tools and resources available online to help you take your brand to the next level.
Here are some great, cheap, and easy ways to enhance branding at your company—take your organization up a notch, increase sales and the all around perception of your business.
A Quick Definition of Branding
There are a lot of definitions of branding out there. Many of them are good, but hardly any of them encapsulate the essence of what branding is. So what is the true definition?
Branding is everything that makes your company what it is. It’s what sets you apart from your competition and allows customers to choose your services. But, it's not just the image you show to the world—it’s everything you do; every social media post, every phone call, how your employees talk, dress, and interact with clients. It's everything the world can see about your business.
Where to Concentrate Your Branding Efforts?
With that definition, branding your company may be a bit daunting at the beginning. To help you get started, in a manageable way, we've decided to break this down into three areas—social media, website, and physical branding. As with everything in life, it’s a good idea to have a clear and defined plan before you set off. If you can apply our tips in each of these spaces, you will be well on your way to having a successful and memorable business, product or service.
They say not to judge a book by its cover—but everyone does on multiple social platforms. After an initial Google search and your website, these platforms are what people will see first about your company. The best part is that you get to curate your public image. All it takes is a bit of planning and consistency.
It’s all about creating an engaging and creative content plan that people want to see. For this, you need consistency, genuineness and great content. Being genuine is hard to fake, so we suggest actually believing in the content you’re producing. Luckily, for great content, there are many free tools, such as Canva, which make creating great graphics and customizing your posts a breeze and Hootsuite, an app that streamlines and schedules all your social media platforms and ensures consistency.
All in all, if you only have enough time or the headspace to concentrate on one area, it should be this. The results will show over time.
This is the first place you should be focusing your efforts. People turn to a company’s website for their first impression of the brand and a website is where people will look to find out more about your company. If your site seems at all outdated to you, or looks dull compared to your competitors, your other branding efforts will be in vain.
Therefore, it’s important to have a beautiful website that’s easy to navigate and answers any questions that the visitor may have. This contributes to your overall brand and by enhancing this you will be doing wonders for your business.
There are many tools and resources available online for building stunning websites. Sites like Wix and Squarespace allow you to build your own website in minutes and others, like Shopify or Smoolis, are built for selling products online. It’s not scary, it’s affordable and takes just a bit of time to have a great website up and running, displaying your brand proudly to the world.
This is a change of perspective for you, your employees or coworkers. You need to be cognizant of how you want everything physical in your organization to be shown to the world. This means how your office looks, what your employees wear, and how your physical products are displayed. If your organization only offers services, it means making the service unforgettable.
In terms of branding, this does wonders as it is a constant message of what your company and brand stand for. Great physical branding will serve as a steadfast reminder of what your brand and company stand for, and ensures that your employees are constantly striving to realize your vision.
Fly Little Bird, Fly
Now it’s up to you to put everything you’ve learned to practice. If you’re feeling stuck, there are endless resources available on the web and everything you need is usually just a Google search away. And then there's also this, a brilliant list of resources available for free for businesses and entrepreneurs. So what are you waiting for? Powerful branding is just a grasp away. Enhancing your branding can only do good things for your business, so it's clever to start as soon as you can.