7 Branding Tips For A Better Company Image

The first impression can say a lot about a company, its values and what it does.

7 Branding Tips For A Better Company Image

When it comes to branding, most people think about logos and colors. But branding is about more than just recognizability. It's about the impact that you have on a customer and how it sends a message. The first impression can say a lot about a company, its values and what it does. Entrepreneurs should be thinking about the unintended impacts of branding.

1. Clearly Identify Yourself

While catchy names and cool graphics can be interesting, they do not do a great job of telling your story. Your company name, logo and slogan should provide insights into what you do and the products or services you offer. If you miss this opportunity, you will spend valuable time and energy on explaining the basics. That is time that could be used to further develop a relationship or share key benefits.

2. Make It Easy For People To Understand

Make it easy for people to understand what you do. Too many names are clever wordplay or have no meaning. Also, be certain to adequately find a campaign to publicize the brand. Sufficient publicity can do a huge amount to define the brand.

3. Let Your Brand Tell A Story

Let your name, slogan and logo tell a story. Having a clear message behind your business will allow the consumer to grasp the pillars that your company embodies.

4. Consider What Your Customer Will Think

We've been a part of a lot of new logo designs and I'm routinely surprised that the customer is not considered during the process. Most times, the logo, slogan and company name are thought of by the entrepreneur before having even one customer. If you like a high-tech look and feel and are selling to an earthy, wholesome group, there will be a mismatch. Your logo or brand won't resonate with your chosen customers. Define your customer, then create your brand to attract that customer. Are you Toyota or Lexus? Payless or Tom Ford? Walmart or Target?

5. Ask Why You Are Doing This

You have a business that sells a product, but why do you sell that product? Of course, we all want to make money, but selling something to make money won't motivate the consumer to buy into your brand. Ask yourself: What difference will it make in the lives of the consumer who buys it? Start by building a foundation of who and why you are selling what you sell and work up from there.

6. Create A Liquid Experience

The most important part of branding today is creating a liquid experience. To many, that means repeating the same slogans and looks across all platforms. That is a mistake. A liquid experience is a cohesive branding strategy but also one that takes into consideration the user and audience in an intimate way. My advice when working on a first impression is to first work on the audience. Better yet, think about the tribe you want to reach and create a cohesive yet customized branding version for a peak user experience.

7. Be Creative And Approachable  

The best company branding is a combination of creativity and approachability. When considering a name, logo and brand aesthetic, consider your audience as well as your brand category. There's a reason we go to Zappos for shoes rather than Shoes.com. The most successful brands adopt a creative spin without deviating too much from what their prospective consumers expect from their product or service.