The #1 Secret to Building a Great Brand for Your Business
Have you ever seen a Coca-Cola advertisement, product, vending machine, or even a bottle cap that didn’t prominently feature that fire engine red color?
The answer is almost certainly a resounding “No.”
As a consumer, you buy from companies you know, like, and trust—and trust is the operative word.
As a business owner, you build your audience’s trust with repeatable positive experiences, from your product itself down to the typography that gets used on your instruction manual. Building brand trust requires a maniacal devotion to one thing:
Of course, it’s unsurprising that your product experience needs to be consistent, but we’re talking about much more than just your product here. Building brand consistency applies to every single point of contact a potential customer could have with your business, whether it’s a phone greeting, website functionality, brochure copy, response tweets, or the color of your advertisements. At every point of contact, your audience is evolving their opinion of your business.
Let’s run through a quick example:
Have you ever had a less-than-consistent experience on the phone with a Comcast agent (everyone has)? Did it leave you thinking that maybe you’d cancel Comcast and get a Roku box instead? Never mind the thousands of cable channels, the HBO promo package, or the millions of miles of wires bringing all of that entertainment directly into your living room. You’d just rather not have to lose several hours of your life to Comcast again.
It takes a ton of work to build your brand consistency, but it takes very little inconsistency to turn your customers off.
How You Can Build a Great Brand for Your Business
In addition to providing a consistently positive customer experience, you can also make sure you’re building brand trust by heeding two very important points:
1. Don’t make changes to your brand based on personal boredom.
As a new business owner, it’s easy to burn out on your own brand and feel the need to “spice it up.” You live with your brand every day, so it’s understandable that things can start to look a little stale to you. Your audience, on the other hand, only experiences your brand for however long it takes them to engage with your product or service. This is why it’s critical that you not let personal boredom come between you and building a brand that your audience knows and trusts.
2. Document everything.
When you build a brand from scratch, one of the best things you can do is document everything. This way, as you grow, you and your staff will have instructions for how every external (and internal) aspect should be handled. Documenting your company’s branding helps keep you from veering too far away from what you’ve already worked hard to build. And ultimately, it helps your growing staff maintain brand consistency over time.
There’s no point in designing an awesome brand if it all falls apart in the execution.
At Your Brand Week, we understand that it can be hard to build consistency into your brand. That’s why we do our part to make it as straightforward and automated as possible, both for you and every person who works with your business. We take the time to record all of your deliverables in the form of a Brand Guidelines document with easy-to-follow descriptions for how to maintain your fundamental branding elements. This means you can ensure your logo, colors, typography, business cards, and presentation slides all look as good six months from now as the day they were designed.