Archive for the ‘branding’ Tag

Branding your small company

Image building, branding, messaging – all so important to your business, but one of the most vague marketing concepts in my book. There are so many ways to say something, so many ways to design a logo and a look for your business. What looks great to you may seem odd or out of date to me – or vice versa. How do you know if what you are doing is right?

You can look at a few things and ask a few key questions to make sure you are at least on the right path. So, first and foremost – do no harm! If you do only one thing – make sure your web site, company look, email campaigns, Social Media and anything else you put out there, do not make you look bad in anyone’s eyes. Check that nothing you do could be considered inappropriate, insulting, or just plain sound stupid. Make sure you have good grammar, no typos and nothing that is just plain wrong.

Once you have done this, decide what your message is going to be and what company image you want to build. Everything you do should then revolve around these ideas. Check yourself often by asking if what you are doing fits into this message. For instance, are you trying to be a market leader, a low price solution, high quality/high price, the innovator – what is your value proposition? Then, what is your image (based, at least in part, on your target market)- modern/young, older and established, very corporate, kind of funky, artsy, on the cutting edge? Define your image with 2 or 3 adjectives and use those when evaluating design choices for your materials.

Now that you have determined your value proposition and your positioning, build your image around them. Start with your company name/logo and any tag line you may use. Do they fit the parameters you have just determined? Do they need to be adjusted? Will adding a tag line help? Is this a good time to design or re-design your logo? Choose colors for your logo that will extend into other areas like your website, printed materials, email marketing pieces, social media pages, etc.

Next, look at your web site. Does your home page tell the visitor what your value proposition is? Does it at least answer the question – “What does this company do?” in the first 5-8 seconds? Would you use your company “adjectives” to describe this site? Is it ‘funky’ or ‘corporate’ or ‘young’ looking? Is it visually appealing and does it look like your company? And, most of all, is it correct! Does everything link properly? Enough people will come and go, don’t give them a reason (like poor design) to leave.

This is just the tip of the image building iceberg, but I hope this gives you something to think about.