Decades ago, branding was defined as a name, slogan, sign, symbol or design, or a combination of these elements, that distinguish one company, product, or service from another. Today, branding is more complex and even more important.
Why is branding important?
So what is branding? And why is it so important for your business? Branding goes way beyond just a logo or graphic element.
When you think about your brand, you really want to think about your entire customer experience…everything from your logo, your website, your social media experiences, the way you answer the phone, to the way your customers experience your staff.
When you look at this broad definition of branding, it can be a bit overwhelming to think about what is involved in your brand. In short, your brand is the way your customer perceives you.
How to build a brand
Building your own brand essentially boils down to seven steps:
- Research your target audience and your competitors.
- Pick your focus and personality.
- Choose your business name.
- Write your slogan.
- Choose the look of your brand (colors and font).
- Design your logo.
- Apply your branding across your business.
While you might revisit some steps as you pivot your brand, it’s important that you consider each aspect as you shape your brand identity.
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