Misconceptions about branding
Rebecca Southall
Visibility Specialist | Websites - Branding - Visibility Coaching | Attract more attention and make more sales in your business.... without selling your soul to social media
Branding is not the same as logo design
Many people jump straight in by thinking that the logo is the start of the branding process, when in fact it comes much later on down the branding journey. Having a great logo is very important, but it must be designed after you have really explored your brand identity.
Branding is not just for big business
Often people think about the “big brands” and large corporations, and don’t think that branding is important for small businesses. Not true! These large corporations have done well in their branding, and now they are world leaders because they have valued its importance. But the same branding principles are true of small businesses just the same as large, and you don’t need a massive budget, you just need the right branding coach.
Branding is not the same as advertising
Branding is about helping people come to know, like and trust you before they want to start handing over money to you. Whereas advertising is about persuading people to buy into the brand.
Branding can “come later”
No, branding is something integral to your business and should be done as soon as possible. When done right, branding will grow with you. Furthermore, branding will have a great impact on your income. If you brand your business right, more people will want to buy from you.
"Customers don’t care about branding"
Some people think that because they have a super service, that is all they need to make sales. However, nowadays customers are much more informed than in the past. So, if they don’t get the right ‘feel’ and ‘vibe’ for you, they are unlikely to want to buy from you…however good your service is. Ultimately, branding is what makes the client want to build a relationship with you, and buy from you.
What is branding?
Branding gives your business a personality and an identity. It makes your business memorable and allows clients to get to know, like and trust you. Once you have built a relationship with a customer, they will have the confidence to buy from you. Particularly, if you are a service-based business, such as a coach or instructor, it will allow you to attract the right?type?of person to you;?your dream client!?That person who you are excited to leap into your office to work with.
Who are you?
Before we can even start to design the visuals we have to really dig deep into the essence of you; understanding your values, your drive, your mission and your vision. For a small business, or a sole trader, it also means unlocking your personality, knowing your story, and fully exploring your inner drive. What is it that makes you love what you do?
Who are they?
Next, it is vital to really unpick who an ideal client would be. If you try to market to everyone, you end up talking to nobody. It is so important to find that niche in the market, and really feel that drive within you to be able to help that person with your product or your service. Uncover that ideal client and understand what makes them tick.
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What is branding design?
Once you have your branding clearly in the spotlight, it becomes time to make it visual!?Brand design is creating your visual identity, your brand’s unique look that makes it stand out authentically in the market. A brand design will consist of a personalised, unique logo, brand colours, a set of chosen typography, illustration in a certain style, and photography. All these design elements are used together in perfect harmony to reflect your brand out to the world. The piece that is sometimes ignored or neglected is how these make the client FEEL.
Using branding to evoke a response
When these brand design elements are used together on packaging or a website, they evoke a fast response from the client. We are talking milliseconds here! The combination of those elements makes a person FEEL a certain way, and it will either attract them or repel them.
Brands that attract the right customers
If your brand design is successful, it will attract the right people to explore more, and it will repel the wrong-fit people too. It doesn’t need to be something to worry about, because as we said earlier, you can’t serve everyone. (Nor would you want to)
The brand design will allow the ideal client to feel a sense of magnetism to your brand. They will see, in part, a reflection of themselves, and your choice of design will conjure the right feelings in them to encourage them to discover more about you.
Why branding is important for a small business
Your branding is a true and honest representation of who you are as a person and a business. It allows your clients to know what to expect from you and means that they remember you too. Branding is about who you are as a business; your brand personality, your voice, and your purpose. It underpins customer loyalty and recognition.
The reputation of your small business will develop whether you like it or not, but your brand can be used to help steer that reputation right from the start. You will be able to attract the right customers to you through being open about your values and vision. When you get your branding right, you will keep loyal customers who want to tell all their friends about you, and your reputation will spread.
Brand values matter!
According to a?recent study?64% of consumers said that sharing similar values with a brand was the primary reason they had built a brand relationship, rather than it being about how many interactions they had with the brand. That should give small businesses a real boost, because it means that if you get the brand messaging right, you will be making those impressions!
When you start getting work through recommendations, reviews and word of mouth, it shows that your brand is having an impact.
What will your branding be able to achieve for your small business?
Importance of branding