As a business owner, it’s important to ensure your business sticks in the minds of everyone who hears about you.
They hear about you through great marketing, but they buy from you because of your branding.
Let’s talk about the 3 areas that make up your brand.
The 3 Focuses Of Branding
Visuals In Branding
Ever wondered why graphic designers charge so much? Because the pressure and skill it takes to design a logo that people can’t help but recognize or think about are immense.
Your logo, color palette, web design, business cards, ads, and anything else forward facing to the public affect your visual branding.
Reputation In Branding
Your brand is your reputation and vice versa. It’s less about you, and more about what your prospects and customers perceive you to be. That’s why customer reviews are vital to your business (and things like data breaches and bad press are so detrimental).
Voice In Branding
Your company’s voice is vital to your brand. Beyond reputation, company voice is how people perceive your company to communicate. Denny’s has been doing this effectively with their sassy, oddball Reddit page posting. People want more than a list of services on your website. They connect to the company’s they buy from, and the voice you use will greatly affect this.
Apple has arguably the world’s best branding. When the Apple iMac first came out, it wasn’t radically different as far as technicalities go than their longstanding PC competitors. But they took the market by a storm because their brand had flavor.
They appealed to the public’s desire for modernization, personalization, and simplicity. Apple created a relationship that went far beyond a business transaction- it was rooted in empathy and connection.
No PC competitor had that - all they offered were computers. Machines. Did they work well? Yes. But Apple offered so much more.
This resulted in die-hard Apple supporters who build shrines to Steve Jobs and brand champions who camp outside stores all night before a new product is released.
Summed Up Branding
Branding is the use of logos, web design, company perception, and voicing to increase visibility in the eyes of prospective buyers.
Effective, positive branding focuses on being empathetic and appealing to ideal buyers.
Empathy leads to connection because it demonstrates the ability to relate to the buyer. They want answers to their problems, but they choose companies that answer them well through a great experience. You connect. And they notice.
If you want your company to reach people. The story of your brand must weave together what your services represent with the deeper things your customers are looking for. It has to make customers go, “Wow..this company gets me.” or “this is too good to pass up.”.
Focus on those 3 aspects of your brand, and people will notice.