Branding basically means the manipulation of your image; how you’ll be viewed by consumers, competitors and others. This can be shaped by your name, colour schemes, pricing structure, logo design, website copy, language use and numerous other elements.
Your branding then should be considered to be important in breaking in to an industry. Your branding can hugely affect how you’re seen by customers, and therefore how they engage with you; having a strong potential correlation with overall profitability.
Let’s take the example of IT services; imagine you and a friend from uni are trying to set up a company selling IT equipment and support. You turn up to business meetings in casual gear, you don’t have a proper website, don’t have a proper logo, etc. You will almost certainly not be taken seriously by the majority of potential clients and will more than likely get overlooked for most IT jobs. You might be an IT whizzkid who can revolutionise their business, but they’ll never find that out because they’ll have already judged you on the image, or brand, you presented. This is obviously just an example, but it highlights the imporant of proper branding if you’re trying to grow your company.
So let’s imagine you’re embarking on getting a solid brand in place. Two of your major priorities will be web design and professional logo design. Find yourself a logo designer who you know has a good portfolio and genuine experience doing company logos and general branding campaigns. Once you have your logo design and you’re happy with it, take on a web designer to design you a website that fits in with the image portrayed by the logo. Ensure you keep creative control over the project and that you’re always getting exactly what you’re looking for, not just settling with something the designers like.
Once you have your logo, website and general branding idea (colour scheme, etc), you should ensure you use it on all outgoing corporate communications. Make sure the focus of the company, the core goal, is reflected in all departments and in all communications. Add your logo to letterheads, compliment slips and business cards, as this will give you a professional look to any outside company or customer.
