How to shape your business' brand
The most successful brands build on a company's strengths, so
start by evaluating what you are good at and what you believe in as
a business. The other part of the jigsaw is to look at what
customers want and how you can deliver on that. If you can match
your brand vision and values to what existing and potential
customers want, then you should be on the right track. This guide
helps you with:
- A brand plan
- How to identify your brand
- How to use your brand
- Budgeting
- Managing the brand
1) A brand plan
Start by working out the message you want to deliver to your
customers. This is the big idea that lies at the heart of your
business and it's what makes you different (brand identity).
Then move on to pin down the values that make your business
different (brand promise, such as high quality, friendliness...)
and then think about how you want to deliver that vision (brand
experience).
- Work out your brand vision, brand values and brand
personality
2) How to identify your brand
Your brand must reflect what your customers and employees think
about your business to have any credibility. Find out what
potential and existing customers, suppliers and employees like and
dislike about your business and how they feel about it. Start
to define your brand identity from this, and include employees and
customers in discussions as you develop your vision.
- Your brand reflects the feelings of your customers and
employees
- Include customers and employees in your brand's
development
3) How to use your brand
Communicate your brand's vision and values to your customers,
suppliers and staff. Build your message into everything your
customers see and hear about your business. This can be done
through design, advertising, events, partnerships and training.
- Communicate your brand through every aspect of your
business
4) Budgeting
It's good financial management to set aside a branding
budget. This should cover the following the areas: your time
and the cost of your staff's time, the cost of reworking your
company's stationery, signage and packaging, the design and
printing of sales-support material, premises, advertising and
PR. If you can't do the job in house you may also want to
factor in the cost of using a consultancy firm to help with
branding.
- Remember to account for all the different aspects involved in
building brand
5) Managing the brand
Be prepared to regularly monitor your customer's response to the
brand and constantly review how your brand values are communicated
to them. Keep staff involved by discussing brand values and vision
regularly and making sure they understand the brand and are
committed to delivering the brand experience. If you introduce new
products or services, make sure they're consistent with your
existing brand values. Aim to exceed your brand promises to
your customers. If you fail to deliver just once on a brand promise
it will damage your brand.
- Moniter and review people's opinion of your brand
- Keep staff involved
- Keep new products consistent with brand
- Aim to exceed expectations - brands are easily damaged
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