Jump on the Brand Wagon!
You’re serious about your business, so you should look like you are. And in a rough economy, it’s even more important to hold onto the market share you’ve worked so hard for over the years. So dig your heels in and brand your business like you mean it. By branding your business, product, or service you will not only keep market share you have, but you very well may gain some. So here’s how not to get left in the dust.
Live and Learn
Start by observing those who are doing it right. According to Interbrand’s Best Global Brands 2010 Rankings, Coca-Cola, Apple, and Disney are in the top 10. Don’t copy them, but use them for inspiration. No matter how big or small your company, you can learn a thing or two from these behemoth brands and apply it to your own business.
Stick to Your Guns…
Remember, when it comes to branding, consistency is key. 75% of consumers buy on their emotional connections to a brand. With recent faux pas such as Gap and JCPenny’s logo redesigns, brand value is finally being given the credit it’s due.
A Brand is More than a Logo
It’s an experience. Although, the design and “look” of your brand is essential, it’s only one piece of the puzzle. Experience is what builds the emotional connection to your brand. Your design should reflect and invoke that experience. Think of the first time you drank a bottle of Coke. I bet you can almost taste it and you think about those little fizzy bubbles. Man, I feel warm and fuzzy already. As branding pertains to graphic design—paper choices, color, your logo, imagery, fonts, etc. can all help you support and build up your brand to evoke the emotional response you want in the consumer’s mind.
Say It Loud and Proud
Decide who you are and who you want to be and own it! Are you prestigious, technologically savvy, reliable, or trendy? Every consumer touch point, from the look of your product on the shelf , your customer service, your marketing materials, the product in the consumer’s hands, or even your Facebook page needs to communicate who you are consistently and support what you stand for. So say it loud and proud!
Think Small
Narrow your focus and become the expert within your niché. Think about Noodles and Company, who offers guess what? Noodles and pasta dishes. Its’ hungry customers are conditioned to come in looking for that ooey-gooey mac ‘n’ cheese at reasonable price . Or, if pasta isn’t your dish, think about Chipotle, who wraps up one awesome burrito. From the time you walk in to the time you walk out you know you’ve eaten at Chipotle from the music selection playing overhead to the crumpled up tinfoil next to your soda cup. They do a great job of keeping their brand consistent.
So, I’m challenging you to get out there and really identify what you want in your brand, and partner up with a good graphic designer to help you get a leg up on your competition. Get on the brand wagon and hold on for the ride!
