Defining Company Brand

Define Your Brand

Defining a brand is like a journey of business self-discovery. It can be difficult, time-consuming and uncomfortable. It requires, at the very least, that the following questions are answered:

• What is your company's mission?
• What are the benefits and features of your products or services?
• What do your customers and prospects already think of your company?
• What qualities do you want them to associate with your company?

Learn the needs, habits and desires of current and prospective customers. And, don't rely on what you think they think. Know what they think.

How To Get The Brand Message Out

Get a great logo. Place it everywhere.

Write down your brand messaging. What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes.

Integrate your brand. Branding extends to every aspect of your business; how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, etc.

Create a "voice" for your company that reflects your brand. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and offline. Is your brand friendly? Be conversational. Is it ritzy? Be more formal.

Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand.

Design templates and create brand standards for your marketing materials. Use the same colour scheme, logo placement, and look-and-feel throughout. You don't need to be fancy, just consistent.

Be true to your brand. Customers won't return to you – or refer  someone else to you  – if you don't deliver on your brand promise.

Be consistent. This point is placed last only because it involves all the above and is the most important tip to give. If you can't do this, your attempts at establishing a brand will fail.