Branding is a broad term and it basically means all the elements that are related to your business that people associate with. In other words, it is the personality of your business.
This encompasses many factors, including the business name, logo, tagline or slogan or an advertising jingle. It may also include intangible qualities such as a specific niche or specialty area that your business services, particular qualities about your business or staff or dozens of other attributes that create a perception of what your business is like.
The Single Most Important Element of Branding is Your Logo Your company's logo design and its color theme will be the underlying visual component of virtually all your online and off-line advertising and marketing. The logo will be used on your website, vehicle signage, business cards, stationery, office forms, wearable items such as shirts uniforms and caps, brochures and almost every other type of marketing or promotional piece.
A Professionally designed logo will pay for itself many times over.Your company's logo plays an important role in the perception your customers and prospects have of your business and it is something that will most likely remain unchanged as long as you are in business. Therefore having a design that presents the image and message you want is important. The average price for a professionally designed logo is about $300 and that is money well spent. It is one of the most recognizable components of your business and consumers immediately place a higher perceived value of the company that has a professionally designed logo over one that does not. People feel that if a company has invested the money in a professionally designed logo, it probably will be around for a while.
What Else Matters About Branding?
Besides the visual components of branding such as the logo, a catchy slogan or tagline is also an important factor in helping you to brand your business. I am not talking about generic taglinea such as "When Quality Counts" or "Call Us When You Want it Done Right." That shows a complete lack of creativity and in my opinion it insults the intelligence of your prospect because those are the things that everybody wants from a company and does nothing to separate you from the pack.
An effective tagline should be a mini mission statement that defines your best quality, most important area of service or type of product or whatever else you feel sets you apart from your competition. Making your business honestly stand out from your competition is one of the underlying core benefits of branding. Decide who your target market is or what specific product or service you want to be the authority on. You don't have to limit yourself to only marketing a particular product or service, but it will assist you in your branding efforts to be associated with something specific.
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