Branding is one of the most important characteristics of any business, small, medium or large, retail or Business 2 Business (B2B). A successful brand strategy gives you a major edge in an increasingly competitive market. But what exactly does ”branding” mean? And how does it influence a business like yours?
Your brand is your promise to your customer and it informs them what they can expect from your products and services. It also differentiates you and your services and offering from your competitors. Your brand is derived from who you are, who you aspire to be and who people perceive you to be.
Are you the innovative business in your industry? Or the experienced and reliable one? Is your product the expensive but high-quality option, or the cost effective and high-value option? You cannot be both, and you cannot be all things to all people. Who you are should be focused to some extent on who your target audience want and need you to be.
The building blocks of your brand is your brand mark or logo. Used in conjunction with other brand assets such as typography, colour palette, tone-of-voice it will create a look and feel that will inform how your business is seen by your customers and it stands out from your competitors.
