We talk so much about marketing but how many times do we talk about branding? Branding
is a key element to effectively marketing your business. The message
behind your brand will determine how and where to you market your
business so you can achieve results that really make a difference to
your bottom line. If you don't have a consistent brand weaved throughout
your business, your marketing efforts will not be as effective.
Branding is simply the techniques we use to allow consumers to connect a
specific product or service with our business. It reinforces what we
are all about and helps build a relationship with consumers. They grow
to know our business by virtue of seeing our brand being applied
consistently and effectively.
brand often times creates that powerful first impression for people
about your business. It gives people the opportunity to make a decision. To
say, "Yes I really want to know more about this person and their
business" or to say "No this really is not a good fit for me." The
message your brand sends needs to be clear and consistent and really
embrace what your business is all about. More importantly, it needs to
be something that is clearly targeted and attractive to your ideal
client. The luxury high end cars do an incredible job of branding.
Their brand, what it represents and the message it conveys is clear and
consistent in every way the reach out to consumers.
Who doesn't watch a Mercedes commercial and feel a tug at their heart
of wanting "something more" and immediately associate their product with
luxury, indulgence and premier quality.
Your brand is your calling card to the world at large. Make
sure it conveys the message you want to send to potential clients about
your business. Think about all the ways your business reaches out and
touches your potential clients. From your business cards to your
website, they all need to communicate a consistent message that your
ideal client will take notice of and ultimately relate to.
As designers especially, your brand needs to be authentic.
If you try to brand your business in a way that is not a true
reflection of who you are, it will only confuse potential clients and a
confused mind always walks away. Make sure you are living your brand in
all you say and do. You can't market yourself as a high-end designer
and then be found routinely rummaging through the clearance aisle at
Home Goods. Walk your talk. If you believe in the value of the
products you have to offer, make sure you are specifying them not only
for your clients but also in your home as well.
brand that is well thought out and represents your business in an
authentic way will make a huge difference in the results you achieve in
your marketing. It's
a given that people will form an impression of you and your business.
Make sure that impression is one that continues to build and grow your
business through effective branding and marketing!
at all the ways you are connecting with your potential clients. Do you
see a consistent brand and message being conveyed in all those ways?
If not, it's time to step back and define what your brand is. How do
you want people to know you and what impression do you want to leave
behind? Once you are clear on that, you need to weave that brand
throughout your business. Look at your website, from your word choices,
fonts to the images and your portfolio. Make sure they represent your
brand well. Headshots especially say everything about who we are. Make
the investment in hiring a good photographer who can really capture the
essence of who you are and help relay your brand through that headshot.
Make sure your business cards are printed on quality cardstock. When
you're out and about, make sure how you dress and present yourself
support your brand as well. As designers, we really need to walk our
talk and make sure we are truly living our brand!
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