When it comes to running a successful business, the fundamentals are the most important elements: Are you offering value with your products and services, and is the price right for the market and your customers? However, there are always other elements at play, and having strong branding puts you on the path to sustained success and growth. Here are some of the core elements of branding and why it’s so critical to the future of your business.
Your Logo
Advertisers have long realized that the most successful ads in visual media are those that incorporate a strong logo. Effective logos are generally simple, and they serve to form a visual identity for your company that sticks out in the minds of your current and prospective customers. Popular elements of logos change over time as peoples’ tastes change, but some of the most iconic logos seem to last the test of time. Your logo will be nearly everywhere, both online and off. It’s worth noting that logos should look great even in black and white; paper bills and other printed materials are still popular, so make sure your logo looks great even when printed or photocopied on your company letterhead.
Color and Stylistic Branding
While the logo is likely the centerpiece of your branding, don’t ignore the importance of colors and other stylistic elements. When your logo is viewed on your website, what colors work best with it? Having a color theme further strengthens your business’s identity in visual media. Take some time, too, to think about any motifs you’d like to incorporate and how they can reinforce core elements of your business. If your business deals with the ocean or other aquatic locations, blue and green tones can emphasize your water theme. Furthermore, curvy elements or other motifs that echo a wave theme, for example, can help your business stand out from the crowd.
Your Company Motto
Although the concept of a company or brand motto perhaps isn’t as ubiquitous as it once was, there’s no question that a strong motto can help you forge an effective company identity. Make sure your motto reflects the core values of your company: What experience do you hope to offer to your customers, and how do your products and services help customers meet their goals and their needs? Much like your logo, your motto will be a frequent presence in your material, and any connection you can create between your motto and stylistic elements will serve as an effective form of reinforcement. Alliteration and rhyming can help ensure your company’s motto pops up whenever prospective clients or customers think about your business.
Finding Your Company Voice
Your branding is important for making your business an easy-to-remember entity, but it should also help demonstrate what people can expect when using your products, placing orders, and interacting with your employees. Your voice can help relay this information. If you target the upscale market, try to craft a voice that projects a feeling of sophistication and elegance. Similarly, if you’re selling products that are a large investment for most of your customers, such as a roof or other home elements, you may wish to focus on professionalism and attention to detail. For many companies, a more casual and fun voice can be preferable. If you’re in a fun field, make sure your voice reflects this; a bit of humor can go a long way. Note that times change, and so to do the types of voices that work best. Feel free to adjust over the years.
Whether you’re launching a new company or are looking to improve your existing one, focus first on ensuring you’re offering the best products and services you can at the right prices. Make sure to keep in mind the image you’re projecting to those who interact with your company or view its advertising material. There’s no one-size-fits-all formula that can be applied to every company, but the core elements are generally the same. Make sure to place an emphasis on the primary elements of branding, and don’t be afraid to seek out expert help if you have any questions, as the investment will pay off over time.
