Branding & Identity - Every business needs a compelling identity to rise above the competition.
In this modern era, it's even more important to be noticeable, and with so many companies competing in this online space, standing out from the competition is more important than ever.
A clever brand, mission and culture will help your company excel beyond the average rank and file of those in your marketplace. This should ideally begin with the workplace environment itself, giving your employees an inspiring environment that will help foster new and creative ideas, that will enhance their productivity and ultimately the productivity and profitability of the company. If your employees enjoy being in your environment, this will go a long way towards enhancing productivity.
Your brand ideally needs to be unique to your design and mission for your company, and it needs to convey your passion for who you are and what you do. Your brand needs to be an unique and recognizable as it can be.
Whether you need to rebrand or are just starting out on your new business adventure, there are several concepts that should drive your direction in branding.
Tell your story...
Communicating your passion for your product or your service is paramount in helping customers to relate to you. Storytelling is an art that has been passed down for centuries, as these stories are truly what connects all of humanity to each other.
Without stories, we find it difficult to connect to one another and fail to find meaning and significance. In the modern internet where customers and business owners may not connect face-to-face, having personality and meaning brings a human element to something that is all to often inhuman.
It's imperative then that we create stories that surround our brand with, and then use that brand to drive that message. It will help you connect with your customers and ultimately drive more sales.
Choose a great name..
There's a reason why roadside billboards are short and sweet. You've only got 6-10 seconds to read them and interpret them as you drive by them at 60mph.
The internet zone, really is no different. While your customers may not be limited by speed, they are limited by shorter attention spans, hurried lifestyles and a variety of competing opportunities that give you about 6 seconds to present your message before the back button is pressed and your opportunity is missed.
Make sure your name delivers on what you do, and how well you do it. Make sure your name results in a clear and powerful message that is immediately understandable to internet passers-by.
Make your business all about your customer..
Remember your purpose in serving your customer. Keeping this at the forefront of every interaction will keep you and your staff on track in what really matters. Your brand, and mission should keep this in focus at every turn and you'll resonate with each customer.
Make your customer feel what your brand represents. They can likely buy your product or service elsewhere, but they can't buy that unique customer experience or that feeling that they get when you show them your passion for serving them. Maya Angelou said,
"I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel."