7 Branding Decisions All Peabody, MA Business Owners Need to Make
Branding is what sets your business apart from the others. It serves as your identity in the market. Without a solid brand, you won't make the right impression. But how do you effectively build your brand? The tips below courtesy of the Peabody Area Chamber of Commerce detail the seven important business branding decisions you must make.
Your Business Name
Your name is the first thing that identifies your brand. Ideally, your business name should reflect your branding, be distinctive, and be concise. A poorly chosen name can tarnish people's first impression of your business.
Your Company Values
At its core, your brand is a reflection of your company's values. Your values should be authentic, not aspirational. Define what you live and breathe by. Some common values include integrity, customer commitment, innovation, quality, and treating staff as a family.
Your Visual Representation
Part of branding are the visuals. What does your company look like, and how is it identifiable apart from other brands? Top companies like Apple and Coca-Cola have easily recognizable logos that are unique and help establish authenticity and confidence to the consumer. That's what you want for your brand, even as a small business. Focus on your logo and color schemes so that you stand out from the competition.
Don't sway from your brand. Once you define it, stick to it. Rebranding after you've established yourself can cause your customers to lose trust in your business. Consistency when it comes to messaging is very important, too. A common pitfall with social media accounts is when the owner mismanages the business profile and accidentally posts something personal or off-brand. Not only is it unprofessional, but it confuses customers.
Your Ability to DIY
Brand management can be DIY, but it takes time and dedication. It's not a job that can be done part-time. From deciding what your brand imaging looks like to determine whether or not your methods are working, some marketing expertise might be necessary. Branding agencies can take that stress off your shoulders, but it can be expensive. Figure out where you're at in building your brand before deciding to hire a branding agency.
If you decide to work with a branding agency, be clear about what you are looking for and make sure that they will both listen to and apply your feedback to ensure your brand still feels on point for you. Free online PDF editors can help in the feedback process because they allow you to provide specific feedback directly on the PDF document you receive from the contractor. With this tool, you can add comments, highlight important sections, and even add virtual sticky notes. This tool makes providing feedback clear and easy, and you then have a digital record if there is ever any conflict regarding previous design plans.
Your Online Presence
Make sure you have a website and several social media accounts because that is the easiest way people can learn about and interact with your business. Duct Tape marketing reports that 90% of small businesses use social media as an essential piece of their operations. Social media, especially with the younger generation, makes it easy for customers to contact businesses and promote different brands. You can easily learn what customers value in your brand, which might inform important business decisions.
Your Ideal Customer
No matter what you're selling, you should have an idea of who your ideal customer is. This is the customer who responds best to your brand, your products, and your services. To reach your target demographic, you have to know how they interact with you and what they're looking for in a business, so using data to track customer traffic and feedback is a must. Many businesses have turned to influencers to make the most of social media marketing. The right influencer can bring your brand to a larger audience. Just make sure the influencer you choose is in alignment with your company values.
Consider Your Branding
When starting your new business, don't just think about the product or service you want to sell. Make sure you consider your brand because it will come through in all aspects of your business. Choose a brand that is true to your business and to your goals, and stick with it to create a strong sense of trust and brand identity with your customers. In the end, these choices are what will make your business last.
If you’re ready to grow your business with the help of great local resources and partnerships, join the Peabody Area Chamber of Commerce.