If you’re a business owner, then you’ll hopefully already be aware of the importance of branding, and have taken steps to create your own. A company’s branding is one of it’s strongest assets; it’s how customers — both current and potential — identify the business. It shapes the identity. It’s a way to link the founding principles of the business with the future, and so on. It all sounds like good stuff, but it’s not so easy to put into practice, especially over a long-term period. Below, we take a look at some useful tips that’ll help you to create a robust company branding that’ll guide you into the future.
Create a Story
Any company branding that’s built on sand will eventually collapse. To maintain your company’s branding five, ten years down the line, you need to have solid foundations. And the only way to do that is to have something that your company stands for, a mission. What is it that you hope to achieve with your business? If it’s only making money, then you’ll find it difficult to come up with a convincing brand. It doesn’t matter what it is, be it helping the world become greener, more fun, better informed, or anything else, so long as it runs through your company’s veins.
Make It Watertight
Your branding isn’t just a small facet of your company; it is your company. As such, it’s important that the creation process leads to watertight branding. That means looking at your company from all angles, and checking that each and every facet is in line with your broader branding message. It’s easy to point at the spaces where branding is most prevalent and say “that’s good branding,” but it’s in the small details where the power really lies. This is one of the reasons why it’s a good idea to have everything branding related before you launch — it should feel like it touches the entire entity, all of your business. It’s difficult to make those things up later on down the line.
Everyone on the Same Page
It’s all good and well having clear branding. But it’ll only be helpful to your business if it’s used correctly. Sometimes, companies run into the problem of sending mixed messages when it comes to their branding. One employee uses one styling, another uses a different one. To make sure all of your employees stay on the same page, take a look at https://www.templafy.com/corporate-branding-brand-compliance/. It’ll help ensure that your staff stays brand consistent when it comes to all internal and external communications.
Finally, remember that your branding won’t stay the same forever. It’ll need to move with the times, and evolve — only Coca-Cola seems to get away with staying to their original style. When it does come to an update, make sure you’re changing all of your materials, and only launch once everything has been altered. It’ll only cause confusion in your customers if your company has two different styles going on.