Three Important Factors To Consider When Branding A Business


By Thomas Griffin, co-founder and president of OptinMonster. Entrepreneur, investor and software expert. Helping you be a better leader in your organization.

Are you working on branding your business? If yes, what aspects are you working on? 

For many marketers and business owners, branding still means having a cool name, slogan and logo for the business. Although that was the case a decade ago, the concept of branding has evolved a lot over time. 

Today it’s no longer about focusing only on the aesthetic component of your company. Rather, it’s about creating familiarity with, fondness for and trust in your business in the minds of your audience. 

Your logo, slogan and business name are just a part of your branding process. That’s why misunderstanding the concept and reducing it only to the aesthetical factors can be the major mistake, to begin with. 

So what exactly are the other factors to consider when branding a business? Let’s look at some of them.

1. Brand Positioning

Before starting a business, always remember that there are several other businesses that are offering the same products or services as you are. So what makes your business special for your users to consider your products or services over the others?

Brand positioning is the answer to this question. By working on it, you can give your users a solid reason to buy from you over your competitors. But how do you do that? 

The simplest answer is to let your users know about your strength. Instead of talking about your features, focus on highlighting the benefits of using your products. Tell your audience what makes you unique and sets you apart from your competitors. 

Another amazing way of positioning your brand in a positive light is to use customer testimonials. It helps you show what your existing customers like about your business. Testimonials work as social proof and help users make decisions and take action on your site.

2. Brand Personality

Another very important factor to consider when branding your business is your brand personality. You can communicate your brand personality through tone of voice, the way you respond to emails, the way you interact with your audience or anything that helps you personify your brand. The tone you choose depends on how you want your audience to visualize your brand. You can choose to be quirky, serious, edgy. 

Whatever tone it may be, it’s best if you can give it a human touch rather than making it appear all robotic. Let your audience know that behind the brand name and logo there are humans who are working hard to make their customers’ lives easier. 

But that’s not the only way to add personality to your brand. It’s also important to consider how you align your brand visuals with your brand personality. If your brand voice is a casual one, you have to choose the right color, font and imagery to reflect that. 

3. Brand Promise

Delivering your promise is what helps you connect your brand strategy with your marketing message. The claims you make through your marketing message are what your audience expects to have when they work with you. 

Not being able to deliver your promise can not only disappoint them but can also create a negative image for your brand. So it’s important for you to keep your promises. Mention what your customers can expect from you in your statement of purpose, value propositions and benefit statements. 

What’s important here is for your claims to be credible, truthful and relevant. You can’t just promise top-notch customer support and not deliver it when your customers ask for it. Remember, your success depends on how happy your customers are. So do your best to boost customer satisfaction by aligning their experience with your promises. 

Branding your business right is extremely important for your long-term success. As a small business, it’s your branding that helps you build the right audience and break through the noise to win the hearts of your users. This is essential to achieve your overall goals. So make sure to invest your time, effort, patience and everything else it takes to brand your business the right way.



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