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Better Branding 101 : 4 Basic Steps to Strengthen Your Business

October 22, 2020

better branding featured image of a puzzle piece fitting into the right spot.

Written by Marcy Beuses

With a passion for seeing small businesses succeed, Marcy Beuses has two years experience writing content driven articles that are focused on driving conversions and marketing for all start-ups.

Why does your business need better branding?

An understanding of better branding and its social impact is what has become important. However, let’s start with the basics: what is branding? Branding is your company’s identity. At its core, branding is the preconceived idea and message of your company. It is the who, what and why of your business. So how can you improve better branding for your business? Even if you are an established business, updating your brand every so often can help you tremendously.

Are your customers reacting the same way wherever they see your company? There are so many reasons to always keep your Brand cohesive and communicate all your values at all times. These were our top picks for better branding for businesses in 2020 and beyond!

Better Branding can define who your company is

At its core, branding is the heart of your company. The thing people remember about you. The image that comes to mind when they talk about you to friends and family. That means that your brand should represent the values of your company.

But your brand should go much deeper than skin deep. Your branding should be a part of your company’s “why”. Why are you selling that product, or performing that service? What drives your company’s identity?

A helpful way of achieving this is to take a look at what matters the most to your company. Start with the most important ideals, and work your way out from there. People relate to a vision that relates to them in an organic and authentic way, thus attracting their interest.

better branding trust, two neon hands giving a handshake

Promote trust with your audience

When branding is done right, it can instill a sense of trust in your customers. Think about when you see logos like Google or FedEx. You know when you see their logos, your search query will be met, or your package will be delivered.

However, these logos were not made overnight. A lot of research and thought goes into memorable logos. You may have a great logo, but if it doesn’t align with your company’s definition, it might fall flat.

Every single time your logo, product, website, or your email signature is being experienced by someone else, there is a chance to communicate and reinforce your values.

If none of these mediums look cohesive or communicate your goal, there is a missed opportunity to create cohesion, and ultimately trustworthiness to your client.

To make sure people remember you and your brand, make sure that it speaks to who you are. Being genuine is an important part of the relationship that you are building with your customers.

better branding memorable, an instagram post about the viral campaign for the ice bucket challenge

Make your business more memorable

This might sound redundant, but it’s the truth. Think about a company that you will always remember. What makes them so memorable? Businesses that have memorable branding, are most likely eliciting some emotions from you.Be it through their color schemes, fonts, or imagery, odds are when you see that logo or brand, you are emoting some way.

Another way for brands to be more memorable is virality. The ALSA (Amyotrophic Lateral Sclerosis Association) went viral a few years ago with the #IceBucketChallenge. Everyone from your aunt to Benedict Cumberbatch did this challenge, and we still talk about it today.

After the viral challenge died down, the ALSA was able to raise more than $220 million for ALS organizations worldwide! While this is the “exception, not the rule”, it is still possible to gain some virality by going outside of your intended audience. Adding a fun challenge doesn’t hurt either.

Do you the #ShareACoke campaign from Coca-Cola? Starting in 2011, Coca-Cola released personalized bottles featuring many names. The campaign was to foster a more personal relationship with their customers, and have those happy customers share their bottles with their friends.

Everyone was sharing their bottles, and more people wanted to be a part of this viral movement (including myself, I can never find my name on those keychains at gift stores, so I was intrigued). With so many people sharing pictures of coke bottles, they were even able to obtain the most liked photo on Instagram at the time.

better branding happy employees, an open room concept for a business showing how the employees interact with each other.

Better branding inspires your employees

When you’re proud to be a part of something, doesn’t that make you want to share your experience with others? The same idea goes to your employees. If your employees are excited to work for you because you both uphold the same values, they will thrive.

And most likely share their experiences and be vocal about them. Then, your audience will see that even your employees love you, further enforcing their trust with your brand.

Focusing on your brand to create a better company culture is important because it creates consistency for your employees, as well as transparency. It also helps you build trust with not only your employees but also your audience. You can create happiness and confidence with everyone just by being authentic with them!

Are you ready for your better branding journey?

Branding is an integral part of your business, and is extremely important to your success. However, sometimes it can be hard to hit all of the key points by yourself. If you are still having issues coming up with what your brand stands for, bringing in a branding expert can help you tremendously.

Adrimedia is a full service graphic design studio located in Orlando, Florida. Bringing brand identity to Florida is a passion for us all. Let us help your business be the very best it can be. Read more from us or Contact us at: [email protected] or follow us on Facebook and Instagram @Adrimediadesign.

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