A company’s brand is its identity, and it can make or break whether you succeed in your industry. Your branding is the foundation of your business, and it’s something you’ll be working on throughout your career as an entrepreneur. If you don’t have strong branding now, you won’t be able to build strong relationships with your clients or create a sustainable business model, no matter how good your products or services are.
Having an underwhelming brand can be detrimental to your company. It isn’t to say that you need to go overboard with over-the-top branding; rather, you need to take the time to make sure that your branding conveys the message you want it to deliver, whether that be professionalism or friendliness something else entirely. Here are ways to upgrade your branding so that people will have a better impression of your company when they see it out in the world.
Outline Your Content Strategy
You can only produce so much content. It’s important to establish a content strategy that outlines your goals, what you plan on producing, and how you plan on distributing it. This strategy will help focus your efforts and be a guiding light as you develop your content. If you aren’t sure about what kind of branding or positioning you want for your company, having an in-depth conversation with someone who understands branding can be a huge help.
Consult a Professional
Before investing in your brand, talk with a professional who can help you brainstorm ideas, offer design feedback, and suggest practical steps for building your brand. If you’re worried about cost, keep in mind that hiring a branding expert is a one-time expense—and could be money well spent. Keep an eye out for free seminars at local art schools or community colleges. These are good places to find knowledgeable professionals on a budget.
Define Who You Are and Your Purpose
It’s a cliche, but if you don’t know where you’re going, any road will get you there. It starts with knowing who you are and what your purpose is—what makes your company special and unique? What is it that sets you apart from everyone else? Defining who and what your brand is also involves determining why customers should buy from you instead of one of your competitors. A strong brand helps both employees and customers understand your business through and through. It communicates what you do, who you do it for, how you go about doing it, and why people need or want what you have to offer. Most importantly, it provides a reason for people to trust in your ability to deliver on all of these promises consistently over time.
Learn How to Promote Well
No matter how great your product is, you can’t generate any revenue if no one knows about it. It means you need to learn how to promote well. It also means being able to accept bad publicity when it comes up and being ready with a plan B. An excellent way to make sure that never happens? Practice excellent customer service because word of mouth will always sell more than paid marketing ever could.
Upgrade to a Better Website
One of your first steps in branding yourself is to make sure you have a website that showcases your unique services and product offerings. Make sure your site is updated, aesthetically pleasing, and user-friendly. It should contain pictures of your work, contact information for interested parties, and even a slide show that provides a visual tour of some completed projects. It doesn’t have to be complicated—just make it consistent with other branding materials. There are website design agencies out there that can help create an amazing website for a very low cost. The more professional looking you make your business appear, especially on digital platforms such as LinkedIn or Facebook, could provide clients with a higher level of confidence in working with you.
Upload Images With Impact
When you’re just starting, you may be inclined to skip image uploads, thinking they’re not a necessity. That might have been true at one point, but today we live in a visual world. If your business has any kind of online presence—whether it’s Facebook, Twitter, or Instagram—you should ensure that your social media channels are properly branded with images that reflect your brand identity. Nothing is worse than clashing colors and logos that don’t match each other across different platforms. What you do on one platform should be representative of what you do on all platforms.
Make Quality Videos
Successful brands are known for their engaging video content, whether that’s a product demonstration or an interview with company leaders. Of course, you don’t need expensive video equipment to make great videos. You can use your smartphone or tablet. If you have a good idea, starting with quality video content is a smart way to enhance your brand and business. Keep in mind that whatever you make should be aimed at demonstrating your company’s value proposition and reinforcing what differentiates you from competitors.
Upgrading your branding is a great way to refresh your existing brand and improve its overall appearance. Before making any changes, though, you’ll want to make sure that you understand your current audience and what kind of branding best reflects their needs. Implement each of these techniques in moderation. It’s easy for many of them to clash if used haphazardly. Be thoughtful about your approach, and there’s no limit on how far you can take it.