Branding is a key part of any businesses development and unfortunately it is also an area that many small businesses overlook. They either ignore the concept of branding completely, assume that it is only something that big business get involved in or, they try and do it on the cheap, without any real thought about the implications.
When you first start a business your branding is all about giving your customers a clear image that they can associate with. As your business progresses then you can work on customer perceptions of this image and attempt to establishing your brand so that it is instantly recognisable. In the first instance however, it is important that your branding compliments the market that you are aiming for, and meets the expectations of your target customer. When your branding does not meet expectations then your sales suffer.
We all make value judgements about products and services based upon the way that they are promoted to us. Even at its simplest, choosing the right colour for your brand can have an impact on the way that it is perceived. A gym with a pink logo is not likely to attract many men interested in weight training but, pink is a complimentary colour for a ladies gym.
Correctly branding your businesses means ensuring that you have a uniform image that meets the expectations of your customers. This sometimes dictates the type of brand image that you have to create because of those expectations. Your wouldn’t expect a solicitors brand image to contain cartoon characters or, a children’s nursery to look conservative. One needs to establish that it is reliable and trustworthy while the other is supposed to be a place where children have fun.
The key is the impression that your branding leaves upon your potential customer. If the impression is positive then the chances of them using your produce or service increases. Your branding is communicating a message about your business and if you get the message right then your target customers will respond. First impressions really do count, so spending some time and effort on ensuring that your business makes the right first impression, will be a key factor in helping your business succeed, and it all starts with the company name.