We blog, post and tweet about branding on a consistent basis. Why? Because it's so important for the success of a business...YOUR business! Branding represents how your audience sees and identifies your company or service. It also establishes what makes you different from other businesses in the same industry. For example, Domino's and Papa John's both sell pizzas, but both companies have different branding strategies that set them apart from each other. 

Taking the time to build a successful brand will help your business
stand out from your competitors!
(Photo Credit: business2community.com)

How to develop your brand image can be overwhelming. As you know, you only get one chance to make a first impression. Sometimes that first impression is crucial to whether a customer will choose you over your competitor. (Sometimes you get lucky and get more chances!) You want your brand to send the right message and elicit the proper emotional response. Here are some secrets for successful branding:

1. The Power of Color

Colors influence us on a daily basis. Here are a couple of fun facts about color from an infographic created by WebpageFX:

• 84.7% of consumers cure color as the primary reason they buy a particular product.
• 80% of people think color increases brand recognition.

The blue color for The Container Store represents trust, dependability and strength. These are all necessary characteristics for gaining the confidence of their customers.

As you develop your own brand image, you need to think about what colors best describe your business or service? This requires more than just a list of your favorite colors. Truly understanding how colors influence our thinking will help guide you to the right combination for your brand. (Interesting that both Domino's and Papa John's include the color red in their logos, which is thought to increase your appetite!)

2. Social Media

Who isn't on some sort of social media these days? On the right social platform, your brand can make a strong impression on a potential consumer in a way that won't make them feel like your are 'selling' something to them. Most people that access their social media outlets are receptive to the information out there, and your brand may be just what they need. Your consistent participation in social media could really make your brand's identity explode. 

In order to really connect on social media, be sure to choose the platforms that fit your brand's ideal audience. Is your brand visual? If it is, you will probably fit right in on Instagram. If your brand requires more of a conversation with your audience, Twitter sounds like the best option. Facebook can be tricky. People may get the chance to see your posts, and you may get some 'Likes', but the overall interaction may be lacking. Don't forget other outlets like LinkedIn, Pinterest, YouTube and Slideshare. Any, some, or all of these could be your ticket to taking your brand to the next level.

Just because you have a profile on social media doesn't mean you are reaching your target audience and maximizing your potential. Set your own personal goals or hire somebody to manage your social media accounts. Establish the tone of how you want your brand to be represented, and hold everyone on your social media team accountable. How do you want your brand to sound and look? Stay consistent and true to your goals, and make sure that they fit with your overall brand philosophy.

3. Personality and Purpose

Even if you aren't engaging (not everyone is), your brand should be! Your brand's personality should be a reflection of the market you are in. Do you have a luxury brand? Let your audience know! The font, colors, textures and tone of your brand should reflect that sophistication and richness. Maybe your brand is more grassroots and natural. In that case, make sure that the simple and clean brand identity is represented in your logo, office and marketing. Make sure your brand's personality shows in all of your surroundings.

Although your audience will respond to your brand's personality, they also will be drawn to your brand's purpose. You have realized your brand's success when your customers believe that your brand is the only solution to what they need. Support a cause close to your heart, get involved in your community and encourage your employees to participate in charitable activities. Any form of giving back will make your brand more valuable to your current and future customers.   

4. Be Consistent

For successful branding, you need to be consistent. Everything your business does needs to reflect the same identity. A strong logo (with the right colors and personality) can make an impact on social media and all of your marketing endeavors. The Cooper Hewitt Smithsonian Design Museum just reopened in December after a three year renovation. I recently read an article about the museum that stated "for as long as the museum's been open (since 1897), there's been a conspicuous lack of design consistency in its branding." Now, with a new name, typeface and logo, the brand identity is strong and gaining recognition.   

Branding can be either overwhelming and scary or exciting and rewarding. Whether you are creating a new brand or updating a current one, planning the steps for building your brand is key. Understanding how your brand's purpose should communicate to your target audience will help all of the other pieces fall into place. 

Do you need help with branding? We want your brand to succeed because your signage will be more effective when your brand is strong. Contact us today and let us help you get your brand out there!