Your image is everything in the world of business. Consumers who see your company’s logo or hear your name should instantly recognize who you are and what you offer. A “brand” is so much more than just a name or logo, though—it’s the emotion that’s conjured in the minds of customers.
Maybe that’s the can-do optimism inspired by Nike’s “Just do
it” slogan, or the warming sensation of a pumpkin spice latte from Starbucks on
a dreary day. The point being, the best and most iconic brands make you feel
some type of way and that’s how they become so successful.
But you don’t get there overnight! You need to first
establish your brand and gain wide-spread recognition before you can live on
immortalized in the memory bank of collective consciousness.
Here are a few suggestions on how you can start achieving
recognition to launch
your brand into the nationwide marketplace.
1- Make it Stick
Before you invest money on
branding, set yourself up for success by creating a memorable logo. It should
be clean, crisp, and easy to identify with. Logos are great because, unlike a
company name, you have the ability to change it to the palette of your
audience.
That said, once you settle
on a design to represent your company, you should do your best to stick to
it. Consumers will have a harder time keeping up with “who” you are if your
image is constantly shifting.
Hire a graphic designer to rework
your initial conception, and when it comes time to add new imagery, simply build
upon the logo as is. Don’t change the color, don’t change the font. Give your
audience something to connect with and hang on to.
Bonus Points: If you really want to stand out in the memory of your customers, try to come up with a slogan that’s catchy or impactful in some other way. For example, you can sign off by saying something along the lines of “That’s what makes us different”, citing a different example about how your company is innovating the business frontier which each ad campaign. Your slogan will be even more effective if you can make it rhyme!
2- Increase Impressions
Now that your brand’s logo is
solidified, it’s time to emblazon it anywhere and everywhere. Doing so is one
of the best ways to maximize the amount of impressions you receive, or how many
times people see your logo within a given day.
Order some company
swag to get the buzz going around town. You can go the standard apparel
route, or shake things up with branded drinkware or office supplies. The more
often people see you and your crew repping the company, they’ll wonder what the
hype is all about.
For that reason, it’s a good idea
to get involved with the community, especially if you’re a locally-based brick
and mortar retailer. Sponsor a youth soccer team, volunteer at a beach cleanup,
buy a booth at the next farmer’s market—your opportunities are endless! You can
also get your brand name out there by buying billboards, ads on busses and
benches, or even a vinyl car
wrap for your company vehicle.
3- Tap into Digital Channels
No matter what industry you
operate in, you more than likely have an audience of online users who use the
internet every day to search for information or scroll through social media. If
you don’t capitalize
on this opportunity for traffic, you could be making a grave mistake.
There are so many ways you can
get more leads from consumers who are already interested in what you’re
offering. Make sure to claim your business on Google, provide your hours of
operation, and list a phone number you can be contacted at.
That way, when someone searches a
local business need such as “Shoe repair near me”, you’ll have the chance at
appearing at the top of the results page. The greater your visibility, the
better, so try to optimize your website by filling it with relevant keywords so
Google knows what your company is about.
To attract younger consumers, you
might consider expanding your social media presence and using influencers
to promote your brand on Instagram or Facebook.
Set your sights high and spread your reach far—before you
know it, your brand can get up there with the best of them.
