EXPERTS LANE n BRANDING
Why Do You Need Branding ?
It ’ s simple . It gets you noticed .
By Kalysa Wilson
You ’ re a business owner . Whether you started your business as a weekend hustle or as your full-time job , you need a professional brand to showcase your image and attract the clientele that will pursue your product / service again and again .
A successful design makes you the first business potential consumers think of when in need of your product or service .
Visual Branding is the initial attraction . It ’ s like when you see an attractive girl or guy for the first time . The right visual branding can stop you in your tracks . It ’ s really the first way of persuading your audience that you are the best brand for them .
Your brand ’ s story allows your target audience to dig deeper and learn more about you or your product . Especially , in the early stages of a business , it is critically important to convey a brand message that is consistent across all media whether social , print or web .
Unless marketing is your business , you might need a little help creating the right brand . Consult a professional . Recognizing that many start-ups operate on shoestring budgets , hiring a professional might be a bit of a stretch , but the right brand can make or break a business . This is a business expense you simply cannot ignore . But be prepared for the meeting with the expert . Being able to effectively communicate your brand intentions to a professional may require you to sit with your laptop and brainstorm your intentions .
Do not just think that having a lovely business card or pretty flyer is all you need to brand yourself in today ’ s market . You need a consistent design flow . Remember running a business is not a brand . Build a brand with an excellent story and quality product / service , and your customers will come .
If your design does not convey your product / service it could cost you memorability especially when competition is fierce . This example may be unrealistically tragic , but imagine being an up and coming Chef . You make great food and are always timely with excellent customer service . Your branding campaign , however , uses the image of a bug in all of your materials . No one wants to think of a bug when it comes to food . A mistake like that would drive potential customers right into the arms of your competitors .
Your brand is all about the emotion that you leave with your customers . Most users of Apple products swear by them . When they see that apple emblem , they feel good about their purchase . You want your customers to feel as good about you .
I want to leave you with some food for thought : design is your foundation for creating a successful branding campaign . Do not copy others when you can create a unique brand message that will speak to your target audience . Be yourself-- that is what makes you different from the rest . Create your story and make it awesome . Remember that no one can create a memorable brand for your product better than you because no one else is you !!! n
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10 IBA Success Magazine n VOL 4 , Issue 5