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Branding Breakdown: Key Components of Your Business’s Identity

August 9, 2013 - Marketing -

When it comes to marketing a business, the word branding gets thrown around a lot. Sometimes it’s met with blank stares or half-hearted nods of understanding.  Overall, there seems to be a great deal of confusion about what branding really means. A business’s brand is more than just its logo. Your brand is your entire identity, encompassing a wide range of components, including:

Your Image

Encompassing your entire visual identity, this is where your logo and other graphic elements come into play. Take a look at your marketing, from print materials to website, social media and more. If you have a strong visual identity, certain colours, fonts, and designs should be consistent across all of these channels. Your image is what makes your brand instantly recognizable, so make sure you’ve created one that’s strong and unique.

Your Voice

Think about how you market your business. What words do you use to describe yourself? From tagline to sales pitch, your voice includes every message your business communicates. You need to identify your brand’s core values and include those in your communications. You should also decide what kind of personality you are trying to convey, whether fun and creative or professional and sophisticated. Like your image, make sure that your voice is consistent so that clients know who you are and what you stand for.

Your Reputation

A brand’s reputation is of utmost importance. You should be monitoring what people think of your business and how clients are describing your products and services. You need to work to maintain your reputation. This means listening to customers and offering great customer service so that your reputation matches the image you try to project.

Your Vision

Every brand needs to have a clear direction for the future. Your vision includes any business plans and marketing strategies. It influences your decisions and actions on a daily basis. You should develop a realistic plan of where you are heading in the coming weeks, months, and years so that your business stays on track with your goals.

Developing a clear, consistent brand identity doesn’t need to be difficult. Think about the image you want to project and work to achieve it across all channels. If you’re in need of a little assistance, we’d love to hear from you, so contact us.


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