Close your eyes and think about your favorite clothing brand. Can you imagine its logo, its colors, and even how you feel when you think about it? How about its brand values — does that same brand stand for quality, eco-friendly sourcing, or size inclusivity? Everything you’re imagining is the result of the branding process, or the actions taken to create a company persona that stands out in your clients’ minds.
Branding your company takes creativity, thought, and planning. Use this guide to branding to make smart choices for your business every step of the way.
Branding is the process of creating the look, feel, and persona for your company. The main goal of branding is to create a positive perception of your company in the public eye, shaping how you want customers to think about your brand. How your brand looks, communicates, and operates are all essential parts of the branding process.
Your brand is made up of multiple components, each of which requires some strategy and a little bit of polish. The branding process involves developing some or all of the following elements:
Some business owners may think that branding involves whipping up a quick logo and calling it a day. In reality, branding requires some strategy built upon a foundation of principles, values, and sense of purpose.
A growing number of customers take brand names into account when making a purchase. Precisely how your brand influences a customer’s decision can differ depending on the customer. Some folks will gravitate toward you out of a sense of loyalty to your brand, while others will be attracted to what you stand for. And for some, it can be as simple as recognizing your brand from somewhere they’ve encountered it before.
Your brand plays a hand in every part of your marketing strategy, from highway billboards to forward-facing social media posts. A strong brand remains top of mind for your customers, so they recall your company when it comes time to utilize your products or services.
Branding brings humanity and personality to your brand to help your customers better connect with your company. Whether that’s through humor, empathy, or trustworthiness, your brand is responsible for creating, shaping, and maintaining that persona to better connect with customers. And many customers will conduct business with a brand with which they feel connected.
Do you want customers to know you’re trustworthy, forward-thinking, hard-working, fun, or something else altogether? No matter what you want your customers to know, your brand plays a role in communicating those expectations. That can be communicated through the content on your website, how you respond to a customer on a review website, or with a tagline you print on a billboard, among other ways.
Many components of your brand’s visual identity are shaped by your company’s reason for being. That’s because the shapes, fonts, and colors you use all communicate important messages about what you stand for and what sets you apart from your competitors. For example, blue is associated with assurance, making this color a great choice if you want customers to know that they can trust your company.
Trust leads to loyalty. A customer that believes in your business will return time and again. They’re also more likely to recommend your business to their friends and family, make referrals to colleagues, and share positive reviews about you online. All of these actions bring more customers into the fold, increasing your bottom line.
Your brand is central to your company’s continued growth and success. Turn back to your brand to inform your marketing strategy, expand your services, add new products to a popular line, or strengthen awareness of your company. This guiding light ensures that everything you embark on is part and parcel of what’s realistic for your company.
Every entrepreneur needs the right tools in their corner to get their message out there. That’s where Namecheap’s Visual suite comes into play. These easy-to-use tools can help you design your logo, share your messaging online with a drag-and-drop website builder, and design and print business cards to take along to your next networking event. With a great idea, some creative thinking, a game plan, and a few clicks, you’ll be ready to debut your brand in no time.