These days more and more people are becoming aware of fly-by-night companies and the tricks they pull to convince everyone of their legitimacy. For small business owners, it can become a challenge to differentiate themselves from this low-quality, omnipresent competition. The best way a company can showcase their serious commitment to being a successful business is to take a good hard look at their complete corporate branding.
Most companies will limit their investment in branding to items that they can connect to a direct and immediate ROI. This may be good for the short-term, but a long-term business plan may suffer from lack of branding.
Branding can be made up of any element that reinforces your company image. This can be something as simple as Polo T-shirt for a uniform to something more complex like a Service or Product Catalog. While these elements may not specifically have a promotion attached to them and may not result in direct and immediate sales, they still represent items that show your clients that you care enough about your company to invest in it. This in turn will show that you care about the products or services you offer. Also these items can show that you’re successful enough to have all the bells and whistles that your competitors may not.
While the monetary value of branding may not seem appealing, the brand awareness that it creates can be. The more points of contact your company has with its customers, the more opportunity there is to reinforce your company’s image or message through colors, fonts, marketing voice or overall design elements such as patterns and textures. The goal is to get customers to instantly recognize your company, and whenever they see the item or service your company offers, to immediately associate your company so that they flat out ignore the competition.
The specific elements that make up a company’s complete branding really depend on the company. Things like target market, products and services offered, method of interaction (i.e. in person or online) and budget. If your target market is not web-savvy, maybe you don’t need social engagement as much as the next guy, if you sell out of a physical location as opposed to a website, maybe your store could use some signage. In case you’re unsure of what types of items might seem like a good idea, review our (short) list below.
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