Branding is crucial as it determines whether consumers ‘understand’ you and ultimately like and buy-in to your brand. Getting it right early on is vital as to change it later will cost you considerable time and money.
Not only is Branding important from a consumer’s perspective but also from a business-to-business perspective. I have witnessed businesses having their trade accounts terminated by suppliers, only to have them re-opened again once the business launches a brand that targets their suppliers’ key audience.
Here are some basic branding steps you need to follow to build your brand:
- Determine your Target Audience. Who do you want to sell your products and/or services to? You may already have some data to help you make this decision such as Google Analytics or previous sales data.
- Determine your Story. Why are you doing what you’re doing? Why will people like you and what you’re offering? What Branding are you offering which other Brands don’t?
- Design Logo and Strap Line. There’s little point in having a logo that your target audience misinterprets or doesn’t find appealing. You can only create a relevant logo and strap line once you know your target audience and your story.
- Lay out your Brand Guidelines. Be clear, lay out the do’s and the dont’s of how your brand should be conveyed. Think about conversations on social media and descriptions and layouts on your marketing collateral.
- Trade Mark. Make sure you own your brand. This ensures you can legally protect it and when you sell your business it will also add considerable value.
- Brand Guardian. Ensure you nominate someone to act as Brand Guardian who will be accountable for your branding and how it is portrayed to the world.
Branding Examples
Here are some examples of re-branding work that Relton Associates has been involved in, with some information on each brand. Both brands went through the steps outlined above.
Molly Mojo Branding
Target Audience – Parents, 70% female, mostly aged 25-44 years, 90% from England and 25% from London. 39% view/shop on a mobile device
Story – Run by parents who want lives to be made easier for all parents, with a little added Mojo. If it doesn’t help parents they don’t sell it
Logo & Strapline – Purveyors of Mother’s Magic
Brand Guidelines –
- Trusted
- Helpful
- Good Value
- Environmental
Here is a snippet from the brand guidelines: “Molly is able to show empathy and understanding. She is never judgemental; in fact if people are judgemental she doesn’t like it, and will say so too. She respects everyone and believes everyone has a talent and something wonderful about them. Molly wants to make parents’ lives easier by adding a little Mojo to everything parents do. Molly often uses the word Mojo when she talks to people too.”
Important note: This particular client was originally operating under a different URL, name and branding. Although it does cost in terms of time and money to re-brand, these changes should be made if it’s going to add value to your business. Re-branding can make a significant difference to your bottom line.
AvaCare Branding
Target Audience – The African market
Story – AvaCare provides simple health and is derived from a difficulty in obtaining good quality products in Africa. Simple to deal with at a sensible price, which is good for everyone (this is in contrast to the competition)
Logo & Strapline – Simple Health
Brand Guidelines
- Transparent
- Good Value
- Trusted
- Experienced
Why not check out the AvaCare branding by clicking here
