A brand is a major component of any successful business. But how do you go about creating a memorable and powerful core image? Here are a few best practices to get your business started and inspired.
Solidify the Mission Statement
Some companies choose to articulate their mission around a basic aim; for instance, producing high-quality paper goods. However, savvier professionals incorporate larger goals as well to set them apart. Let’s look at that closer. What should your mission statement contain? Before you can get into the nuances of your brand, you must first clearly carve out the purpose of your organization, and that goes beyond just what your company does. While you want the mission statement to clearly read what your company’s purpose is, and to describe what your company does, also think about your businesses’ core values. That same paper company may also strive for sustainability, provide only “green” products, and reduce its carbon footprint. Finally, your mission statement should read why your company does what it does. For example, the paper company might want to say that it creates sustainable paper goods to provide safe and environmentally-friendly alternatives for family, business, and life event gatherings.
Strive for Consistency
If you send mixed messages, it is confusing and disorienting for potential clients. They may get the wrong idea about who you are or conclude that the business is not well run. For that reason, it is worth working with a brand consulting firm to create a guide that lists all taglines, key beliefs, strategies, and even style elements like preferred fonts. Think about the details and be meticulous in your presentation to ensure you are never “off-brand.” A style guide, also known as a style sheet, sets the standards for everything from logo usage, brand colors (down to the Pantone Matching System Color Chart numbers), and even language that should or should not be used in advertisements and internal and external documents from the brand. Creating, and then providing the style guide to employees, will help to ensure brand consistency in from every department.
Build Out Supporting Content
It is helpful to spread awareness by word of mouth and to hand out business cards; but, today, that is rarely enough. People increasingly rely on the Internet, so it is smart to establish a web presence. And by web presence, we mean more than just a website. Generate content related to your services by writing blog posts and white papers on topics in your industry and cultivate a presence on social media, including a Facebook page and a LinkedIn Business page. Start engaging in LinkedIn Groups and talking to professionals in your same line of work, or in groups where others may need your product or service. Doing so makes you more accessible to customers and establishes you as a thought leader in your field.
Building a strong brand image isn’t easy, but when it is done right, it will help to boost your company, in the eyes of consumers, ahead of your competitors who did not take the same amount of time to be thoughtful and thorough with their brand and its perception.
