Communication Tools: Branding

When you read the messages from your business, do they all have a common theme? Or does it sound like each message is coming from a different source? If you choose the latter, your company could benefit from a branding strategy.

A branding strategy includes the use of colors, fonts, logos, and taglines to create identifiable imagery, but this is only a piece of the puzzle. Branding should also include asking questions such as:

• Who is our target audience?
• What do we want consumers to think when they see our logo?
• What tone should our messages have?
• What values should we emphasize in our communication?

One way to think about branding is to imagine your company as a person. What is their personality? Are they serious or friendly? Are they inviting or exclusive? Are they helpful, sarcastic, or funny? Identifying characteristics like these can help create a clear image of how your brand should be portrayed.

It is important to remember that building a cohesive brand requires CONSISTENCY above all else. Without a coordinated effort to build your brand's image, consumers will become confused, lose sight of your message, and your company could be easily overlooked.

A successful branding effort invokes a clear sense of your company when someone reads a website, sees a logo, or watches an ad. Consumers should be able to list ideals, values, and other associations when they think of your brand.

For More Information

To learn more about branding strategies, view examples, and connect with free resources, visit The Ultimate Guide to Branding.