Your brand is much more than your business name and logo. It includes your entire identity, from products and services, to your marketing channels, to the values associated with your business. To get an idea of your brand’s strength, ask yourself the following questions.
How strong is your elevator pitch?
Everywhere you go, people are going to ask what your business is all about. First impressions speak volumes, so you need to be prepared to answer this question effectively. Your 30-second pitch should describe your business clearly and concisely. Make sure you communicate your unique offerings, key values, and stand out from competitors.
Is your logo the best it can be?
Your logo is one of the most important pieces of your brand. It appears on everything from billboards to t-shirts, so you need to make sure it works. Is it still recognizable in black and white or shrunken in size? Consider whether minor tweaks like bolder colour or a simplified design would make your logo more effective, and then work with a designer that understands your business to create a logo that fits your unique needs.
Are you recognizable?
Consistency is key if you want your brand to be instantly recognizable. Your website, business cards, flyers, social media, and other marketing channels should all have a similar look and feel. This includes not only your logo and colours, but also your ‘voice’ and the words you use to describe your business. Take a look at your marketing efforts and identify ways to improve consistency so you can develop a stronger brand.
What does your brand represent?
When consumers see your logo or hear your company name, they will have their own expectations and ideas about your business. You should know what those expectations are and actively manage them. If you want your business to be viewed as friendly, trustworthy, or professional, you should be marketing your products and services to reflect those values. Identify your key values and make sure your marketing efforts fit with the overall impression you are trying to convey.
If you’re still struggling with some of the basics of branding your small business or new start-up, join us for a Small Business Week seminar on ‘Developing Your Business Brand’. We’ll explore these topics and more in our hands-on workshop. Learn how you can register here.