Branding is all that anyone can talk about these days because savvy entrepreneurs understand that the right branding can help you make an instant connection with your ideal customer.
WHAT IS BRANDING?
Branding is your promise to your customer. It tells them what to expect from your products and services before they’ve had the opportunity to experience them. Branding is their first impression, so you should seek to make an emotional connection with physical (logo, website, marketing materials, packaging, tags, advertisements, etc.) and intangible (tone, language, user experience, etc.) elements of your brand.
You can start by addressing the three Cs, Clear, Consistent, and Captivating
Your customers should be able to talk about you in a few words. Who you are, what you stand for, and what you have to offer. If you can communicate these things, you will be easily remembered and recommended. We are all tempted to use clever spellings and acronyms, but make sure they relate to your business and are easy for your ideal customer to understand.
It is more important to be clear than clever!Enisha Ligon-Garrett – Curator, Ellese & Co
Although all of your marketing materials don’t have to look exactly the same, they should be consistent. The feel, tone, and terminology should create a similar brand experience every time someone encounters your collateral (business cards, websites, flyers, invoices signage, etc.). Inconsistent branding can lead to confusion and mistrust, which may ultimately disrupt or slow down the buying process, and nobody wants that, right?
Do you ever feel like you really know what a particular brand is about? Not only what they sell, but what they stand for? Facts tell, but stories sell. Some of the most successful companies have integrated stories related to their brand into their marketing. Have you ever wondered why some brands create ads and commercials that, on the surface, seem to have nothing to do with the products they are selling? It’s because stories draw you in and captivate you. It’s the stories that facilitate a genuine connection with your customers.
Good branding can change the course of your business. You should take it seriously – but have a little fun with it. If you invest the appropriate resources into your branding, I promise it will be one of the best investments you make in your business.
BRANDS WE LOVE
Need some inspration. These are a some brands that we love and are great examples of how you want to show up in the market place.
- Back Women Mean Business – Mary Pryor
- Black Women Mean Business – Jameila Styles
- 7 Things No One Will (Ever) Tell You About Starting a Business