These 4 Elements Are Key to Branding Your Business

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Competition in business today is tough, yet more and more businesses are entering the arena than ever before. While many companies never make it through their first five years, some hit it big overnight. There’s a treasure trove of wealth to be made for those of us who know how to unlock it, but times have changed, and these are unprecedented business waters.To rise above the rest, a clearly articulated and targeted brand identity is key. Here’s how to do it right:

1. Brand everything

Remember that just as important as branding your particular product or service is branding everything that goes along with it. Think about how your brand can define every aspect of your company’s identity. On your website, make sure your call to action is appropriately branded. Make sure your blog posts or social media branding all flows in line with the same branding inspiration. Especially when you put money into your company, make sure that every investment is going to be worth it for your brand identity in the long run.

2. Define your customer

To decide how you want to brand your company, narrow down your audience to the people you actually intend for your product or service to reach. Trying to be the brand for “everyone” would be wildly expensive. Targeting a niche market instead is a more affordable, efficient and effective way to reach new customers and grow. You can tailor your spending to a specific brand message more likely to attract the right people away from the competition and generate more business. When you focus on reaching “your consumers,” you can more effectively compete for their attention, and win it.

3. Don’t be cheap

Instead of bearing the responsibility yourself and potentially wasting your valuable time and effort coming up with a flop, hire a professional that can brand your logo, website or slogan in alignment with your company's mission and inspiration. Within our infinity logo is a symbol – small, nothing fancy – but unique and representative of our company because a professional designer knew well enough to include such a memorable detail.

4. Utilize your competitors

Having just recommended that you protect your own brand identity, this is not to say anyone should go out and rip off other brands, but rather look at what your competitors are doing and redesign their approach in a unique way that aligns with your branding strategy. For our company, we came up with a take on Budweiser’s “King of Beers” using the tagline, “King of Boards,” and had similar shirts made but with altered details to match our industry. Piggyback off of the success of a competitor, not to clone their ideas, but use them as inspiration for new ones.

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