A brand is what makes a company stand out from the crowd. It is the emotional and experiential qualities that people associate with your company. Branding also represents the competitive advantages your company enjoys in the marketplace.
But wait — isn’t business branding about the logo?
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You bet it is, but only as far as it relates to building a solid brand. Remember, the logo is merely the emblem of your brand. And while your company’s look does matter, it’s only to the extent it helps you create an emotional connection with your customers.
We’re sharing what we know about branding elements to help ensure you put together a complete branding package. Here are four essential elements you need to build a memorable brand.
1. Your Promise to the World
Long before you design a logo, you’ve spent hours thinking about what problem your product or service solves for your ideal customer. How much profit will solving that problem generate?
Next, think about the emotional connections between your brand and your customer. The words and images you use in your branding help form those connections.
Your brand identity reflects how you are distinct from all other businesses in your industry. It’s the essence of your business, and it hinges on your unique brand promise.
2. Unique Brand Voice
So, you’ve created your memorable logo. Honestly, your logo only shines when it’s the focal point of an engaging brand narrative. This is where your brand voice comes into its own.
What is your brand about, and how do you express that in one word or less? Is your brand:
The point is your brand needs to have a brand voice all its own. Just think of your brand as a character in a story—a story about what you are trying to communicate to the marketplace.
And the way you tell that story is through a series of succinct, powerful words and sentences — your brand voice.
3. Where Do You Fit?
If there’s one buzzword in the business world, it’s niche. What does that mean for you, the fresh new business in town?
Once you have discovered your brand promise and defined your unique voice, you’ve taken the first step toward building a memorable brand. Next, you’ll identify the channels where your brand will be most effective.
Not only do you need to define your target market, but you also need to find a specific segment of that market where your unique selling proposition (your USP) can be most effectively communicated.
Figuring out where you fit (your niche) is essential for brand building.
4. Business Branding with a Memorable Logo
A strong logo helps you build credibility and recognition. It should be remembered as the “face” of your brand.
While many owners of business start-ups pay big money for logo design, it’s not necessary. You can create a memorable logo with a free logo maker online. It’s an excellent way to test the waters without spending a fortune.
Besides, isn’t part of starting a business having fun designing your own logo?
5. Ready to Try Out a Few of These Branding Elements?
While the list we shared in this post isn’t exhaustive, it’s a solid start. Once you figure out how you can solve a problem, your brand voice, your niche, and your logo, you can move on to some of the other business branding components.
For now, work on these, and then, check out our archives. You’ll find even more articles business owners find interesting and helpful.