Your brand is one of the most important parts of your business. It’s the face of your company, and it’s the first thing that people see and read when they interact with you – whether that’s on social media, in a blog post or through promotional materials. But how do you use your brand effectively to draw attention, capture leads and inspire success? Below, we’ve offered everything you need to know.
The days of branding being about nothing but a well-designed logo are over. It’s important that you take the time to define your brand and create something that actually speaks to your audience. This includes all of your digital and promotional materials – a website, social media channels, adverts, right down to the style and personality of your written content, like blog posts and marketing materials.
Although this won’t be relevant to every small and medium-sized business, protecting your brand by applying to register your trademark makes sense. Not only does this allow you to take legal action against anybody that uses your brand name without permission, but it also means that you can sell and license your brand further down the line – and makes it easier to secure domain names and social networking handles if you’re struggling to fight off an imposter.
Social media is one of the most effective methods of branding your business. As well as using the website to send straightforward promotional messages about your brand or services, you can also utilise the channels to promote interesting content such as blog posts, infographics and GIFs that say something about your industry. If your social media accounts are informal, share relevant and engaging information and offer something of genuine value, people will show loyalty to your brand.
Business networking can be challenging, but if you want to promote your brand effectively, you should take every available opportunity to shout about what you do. Networking with like-minded individuals allows you to promote your brand and get your messages seen by the wider public, and using PR techniques such as press releases and public speaking at conferences will allow you to show that you mean business. The more your brand is exposed to potential customers, the more likely it is to be remembered.
Whether you’re unveiling a new logo or you just want to boost brand exposure, it’s important not to steal the show. Social media, content marketing and other forms of promotion are great in small doses, but overexposure can put people off and make your business appear too sales-focused. Share the spotlight with competitors and others in your industry, and don’t be afraid of taking a step back if you think that your customers are getting tired of your daily branding exercises.
However you decide to brand your business, start with a well-designed website from Outlines Design. With experience working with enterprise clients such as Microsoft and Johnson & Johnson, we’re the first choice for small and medium-sized business owners across the United Kingdom.
October 10, 2017, Jonny Miller, Founder & Director