Ever seen a business’s physical signage, then visited their website only to find that it looks like a completely different company? (And then you feel all weird about working with them because they clearly don’t really know themselves as a business?) Can I hear a “heck yes!”?
The branding of your business can ultimately determine the success of your business, as an authentic and consistent brand creates credibility and trust, and of course strong consumer awareness. Even if the product or service your business offers is perfected 100%, that all means nada if you have weak (or non-existent) branding.
That’s why it’s so important to have a precise brand vision established when your business is set up. Everything about your BRAND needs to be conveying the same message: from the types of colours, fonts and graphics you use, to the language and tone of voice and all your brand images.
If your business branding is not in place, it could be damaging your business. How you ask? Let’s explore a little further…
Friends, it’s so important that a brand be consistent across all channels. Print, digital, social, wherever – all aspects of your business need to look the same and sound consistent so that customers not only know it’s you but start to establish recognition and trust your brand.
Think about some of the biggest brands you know and what defines them:
ANZ use a specific shade of blue that is recognisable a mile off
Nike can be picked simply by its iconic ‘tick’ logo
McDonald's 'golden arches' can be identified by cultures all over the world
The fact that we can recognise these brands and what they stand for by a mere colour or shape indicates an extremely powerful brand. Got that? Good! Onto the next…
Incorrect Target Marketing
As a business owner, targeting the wrong market is going to see your brand suffer, big time! You must ensure you are targeting your ideal customer in precisely the right way, and to do that, you need to know WHO your customer is and “talk” to them in the ideal manner or voice.
The voice of your brand must resonate with your ideal customer and they need to be able to relate to the words, imagery, messaging – the whole shebang.
For example, using words like “cool” and “totes awesome” to target an elderly market is just not going to work!
Keeping on track with your branding vision will ensure you target the right audience with the correct tone of voice, images, colours and so on, ensuring your business stays on track to success.
Poor Brand Imagery
Likewise, if images are of poor quality or simply look unprofessional, customers will get bad vibes from you as a business too. Images can make or break your brand, so getting your branding photography right is particularly essential in establishing a strong brand influence and connection with your ideal customer.
Your images need to capture exactly WHO your business is and WHAT it stands for: they need to capture the personality and style of your brand!
To do this, enlisting a professional branding photographer is a great place to start making those changes (oh hi, that would be me!)
If you feel your branding is off-track and potentially harming your business, you may need a business branding health check.
Learn how you can uncover your authentic brand and WOW your ideal clients with a powerful & meaningful brand with my awesome FREE The Woman Behind the Brand Worksheet HERE.
Yours in Focus