While there’s no perfect formula to establish and grow your business, your company branding should always be a priority. Awareness, credibility, reputation and customer satisfaction are all integral elements of strong company branding, and any business that can achieve these will be sure to reap the rewards.
Although having a great product is important, with so much competition in the market, you need more than that. In this article, we’ll explore some of the ways that you can improve your company branding and find and hold onto your target audience.
If you have a physical store, your visual merchandising plan will be integral to the success of your business. The layout and design of your store will be the first impression customers get of your brand and will determine how long they stay in your store and your conversion percentage.
When planning the visual merchandising of your store, you need to know who your customer is and encourage them to go on a journey with your brand. The components that go into visual merchandising include your point of sale, lighting, packaging, signage, display stands and more. If this is all done correctly, you will increase customer loyalty and leave a lasting impression long after your customers walk out your front door.
Other than your physical store, your online presence is another way you’ll make a first impression on many potential customers. Taking advantage of various social media channels (Facebook, Instagram, Twitter, etc.) and aiming your content at your target demographic will help you to broaden your reach and get discovered by new customers every day.
You can also use social media analytics to get insights into who it is specifically that’s visiting your page (such as their age, gender and location) and use that information to understand your audience. From there, you can continue to target these demographics and also work on targeting groups that aren’t engaging with your content as much.
The unfortunate reality is that the majority of people don’t venture past the first page of results when they search for something on Google. What does this mean for your brand? That you need to perform search engine optimisation (SEO) to boost your ranking on Google and other search engines.
Through the use of keywords, well-written content and backlinks you can help to improve the ranking of your website and drive more customers onto your page. This is something that you can try and do by yourself or outsource to a professional digital marketing team, so take some time to consider what the best route for your business will be.
Establishing an identity
Developing a consistent identity for your brand is one of the first and most important things you should do as a business owner. From its name to its logo to its tagline, creating an identity that perfectly embodies what your brand stands for and appeals to your target demographic is no easy task.
Some might choose to outsource this to a branding company or a graphic designer, and some might not trust others with these responsibilities and choose to take them on by themselves. Whatever choice you make, ensure that you know who you’re trying to reach, what you’re trying to say and what makes you stand out are all clearly definable by your established identity.
After you’ve come up with your brand’s identity, now comes the time to trademark. Trademarking is something that every company should consider, as it protects your logo, identity, name, design and more from being infringed upon. This can be done through IP Australia, with the option to submit a standard application or a TM headstart that includes a pre-assessment by an examiner and feedback as well.
Once your trademark has been approved, you will only be able to make very minor changes to it. Before you file, make sure that you are 100% satisfied with what you’re submitting and how it represents your brand.