Strong branding with a logo and corporate identity
The image of your company largely determines its chances of success. Branding is the mechanism for giving shape to that image and that mechanism forms part of a marketing plan. What needs to be done before starting up your business and what should you focus on once your company is up and running?
Branding before starting up your business
The name
The logo
Your company's logo is part of the corporate identity and should be in line with it. For example, this means that the logo colours shouldn’t be at odds with the colours of the website.
Go for something original, but not too abstract as ultimately it needs to remain recognisable to people. In this regard, a small investment may well be worth it. If your own skills don’t extend beyond drawing something with Paint on your computer, it’s best to engage the services of a freelance designer to help you. You can find lots of them on ikzoekeenfreelancer.com.
If you also outsource the construction of the website, it’s useful if the same company designs the logo. A logo is important in your marketing plan because people immediately think of it when they hear your or the company's name.
Branding is the soul of your business
These elements create a kind of aura around your business – you could call it your company’s soul. Whereas companies used to be distant from people’s lives and no more than a source of goods and services, consumers now want to have a connection with them. They expect companies to be good communicators, honest and transparent, especially since the advent of social media. Branding is the ideal tool for dealing with all this.
Tip: Be consistent in building your brand. Make sure you incorporate the branding you’ve developed earlier into every part of the company and every action.
Branding after starting up your business
Once you’ve given shape to those elements and you’ve got the company up and running, you need to keep an eye on its identity. Don't lose sight of the elements in your branding and marketing plan. Keep thinking about your values and keep incorporating them into your day-to-day activities.
As the saying goes, ‘standing still is going backwards’ and that also holds true here. A company's identity, like that of people, is constantly changing.
- Monitor its movement and make adjustments where necessary
- Be on your guard for abrupt changes of course, let change be gradual in order to prevent the customer from suddenly losing confidence
- Unless you launch a full-scale marketing campaign to reinforce the sudden change and clearly explain what’s happening and why, it’s best to gradually move with new developments and not have sharp contrasts
