COVID-19 continues to impact brands of all sizes. However, while consumer behavior is adjusting, investment in your brand remains important in these unprecedented times.
In business, the quickest way to get overlooked in the market is to blend in.
Your brand includes every aspect of your business that makes it recognizable and memorable. A clear, consistent brand helps differentiate your store or restaurant from your competition.
Now is the time to sit back and re-evaluate your brand and consider launching with a new approach to the ever changing market.
Why is Branding your Business so important
Your business already has a brand. That brand is everything people associate with your company when they think of it—whether positive, neutral or negative. It’s what helps you get noticed, recognized and remembered..
Ultimately, creating a strong brand and cultivating brand loyalty can help you make more money. Research has shown that 65 percent of people feel a connection to a specific brand. Of those survey respondents, 90 percent of them reported having a positive emotional connection to recognizable brands rather than a negative one.
Now, more than ever, establishing brand loyalty is important.
What makes a Good Brand?
A good brand has a clear focus, knows their target audience, has a defined mission, knows their competition and USP (Unique Selling Proposition), can identify their key values, tell their story and have a brand identity reflective of these goals, and does all of this consistently
How to make your Brand Stand Out?
Your business benefits from having a brand that’s distinctive from similar businesses so it’s recognizable and memorable. We’re exposed to thousands of brand messages a day so you’re competing for attention at every turn. You want your customers to be able to recognize your business in the blink of an eye.
Here are 5 things to help make your brand stand out:
- Tell your story. One of the key things to remember when it comes to making your brand stand out is to ensure you tell your story.
- Show your personality. It might seem like an obvious one, but always let your personality shine through.
- Make it meaningful.
- Offer a brand experience.
- Focus on your strengths.
Branding Your Business
In light of the current situation, you may be wondering if you should invest in branding. The answer is “yes.” Investing in branding is always worthwhile as it’ll generate a return for your business. You can’t afford to be known as one of many options; branding will help you become the go-to business for your customers when they want what you sell..
Many different components comprise a brand including:
- Brand Identity: Your brand identity or reputation is how you want your brand to be perceived. This is made up of brand associations that represent what your company stands for; it’s what generates emotional connections for customers.
- Brand Promise: A brand promise is the tangible benefit that differentiates you from the competition. Your brand promise should be measurable and meaningful.
- Consistent Design: A strong brand uses clear and consistent design. This includes your logo, appropriate brand colors, imagery, fonts and other visuals used throughout signage, menus, uniforms and across all marketing platforms.
- Messaging: Your brand should have a consistent message, voice, style and tone.
- Digital Branding: Not every customer walks through your front door, especially in the current coronavirus climate. For folks who order online or via third-party delivery, a brand’s online presence is their first impression. So conveying your brand successfully through websites, social media, video, apps and more is key to your success. If your business is not online , does it even exist?
- Customer Experience: When branding your business, you should also think about the overall customer experience. This includes everything from how customers experience your business online to how they’re treated throughout their shopping or dining experience. Every detail matters, from the music and atmosphere, to packaging and overall user experience.