Your brand is one of the most important aspects of marketing your business. A brand is not just a logo. It encompasses the logo, yes, but it’s also an overall feeling about everything your business is and the value it has to offer. Being aware of the message you’re sending about your business will help you to create a brand that honestly and effectively tells the world what you do, “who” you are, and that your business is worthy of their trust and patronage.
The elements of business branding
On the surface, your brand comprises a certain color scheme and the goods or services you provide. Your brand also goes deeper. Through targeted messaging and communication channels, a great brand strategy conveys the values you want associated with your company. Effectively showcasing those values and your relevance in the market helps your business stand out from competitors.
A recent Forbes article on the importance of branding in business summarizes the importance of effective and detailed branding in a nutshell: “A business that doesn’t really have any cohesive branding isn’t going to stay in someone’s mind for very long…Someone might see your brand for only a moment, but if it sticks out in a positive way, there’s a good chance they won’t forget it.”
As a business owner, you must constantly implement new strategies to keep your business competitive and relevant. Your brand needs to be clear and consistent across all materials and digital channels, including your search engine optimized website. If it’s not, it may be time to look at a rebranding strategy that fully captures the personality, values, look and feel of your business. Without those elements in place, potential customers’ interactions with your business might lack the consistency to build credibility, trust, and brand loyalty that ultimately builds lasting and successful companies.
How strategic is your brand strategy?
Keeping your brand relevant is more important than ever to remain competitive in an ever-changing market. As competition increases, businesses must continually analyze how they fit in their market and how to stand out among competitors.
Evaluate your brand strategy by asking yourself a few starter questions:
- Is my business focusing on reaching new audiences on their preferred channels?
- Have any of my services or products changed?
- Is my brand well-represented and getting leads and engagement on social media?
When is it time to rebrand?
Updating your brand to reflect your current business, and/or to connect with a changing target audience and their values, is called rebranding. It’s a process that keeps your company name and image relevant in your market. When done strategically, it can have a positive impact and help grow and expand product or service lines by connecting in a more timely and relevant way with prospective and current clients.
Brand strategy and so much more
Successful branding must be paired with excellent service to create loyal customers and attract new ones. Cowtown Creative provides strategic image consulting, branding services, and rebranding strategies for businesses of all sizes. Building a strong brand builds a strong business, and by creating a brand strategy that fits your vision for the future, your brand can be more personal and social to build a strong foundation that helps continue to grow your brand. Check out what we do and see how we can help you update your brand or create a rebranding strategy that sets your business apart from the competition.