Branding your business

What is a brand?

BY RICK SAWYER

Simply put, your brand is the public’s perception of your company. The strength of your brand will determine the level of recognition that your company has with your target market.

Creating that recognition requires a combination of efforts – including, but not limited to, creating a graphic representation of your business (logo, ad treatment, signage, packaging, etc.), communicating your message to the target audience (through ads, direct mail, Web site, etc.), and shaping a reputation for your product (high quality, convenient, value conscious, etc.).

Your brand is your billboard in a sea of competitors and it should hammer out again and again: “This is who we are. This is what we do.”

The value of a brand
In today’s highly competitive market, you must stand out from the crowd. When you have a strong brand, it continually reinforces that comfortable familiarity that makes people remember you. Even if prospective customers don’t need your services right now, when they do, you want to be sure that it’s your business they remember to call.

Your brand also strengthens the monetary value of your business. Investing in your existing brand will pay benefits now by helping you increase sales. Down the road, if you decide to sell the business, successful brand recognition can help contribute to a higher selling price.

Creating a successful brand
The first step is determining who your target market is. Once you know who they are, you should gear your designs and messages directly toward satisfying their needs and interests.

Next is the design/redesign of your logo using graphics and colors that become easily recognizable. Your logo should be as unique as possible and should reflect the “personality” of your company.

Typically, one of the best ways to showcase your brand is in well-designed print ads that catch the eye and get your message across. For the best possible ad results, your ads must appear in the right publications for your target audience. Know your market and know where your market is.

Web sites and direct mail, designed with your company’s ‘look’, enhance your brand and help you stay connected to your target audience. Unique brochures, corporate stationery, novelty items that showcase your logo and tagline, and radio and television commercials further bolster your branding efforts and strengthen your presence.

If you choose to take your business to the next level, investing in your brand just may be that edge that gives you a leg up on the competition, and doing it now will ensure that your company is positioned to grab its share of the coming economic rebound. ■


Rick Sawyer is founder and owner of Grouper Design, a full-service graphic design and integrated marketing firm. He can be reached at (508) 385-0808 or rick@grouperdesign.com.


Published in Cape & Plymouth Business September 2009