With the vast amount of businesses that exist today, it can be a challenge to find an identity for yours. Consumers inevitably make quick judgments about a business based on its surface qualities. These might include its name, slogan, logo, website, or social media profiles. In order to come out on top, it’s best to do your homework and bring all the right tools to the table. Here are a few ways to establish a brand for your small business:
Consistency in Tone
Though it may sound cliché, it’s true that consistency is key. From your company’s logo, to its culture and atmosphere, it’s important to maintain congruence throughout your techniques. It only takes consumers 10 seconds to form a first impression of a brand’s logo, but it takes 5-7 impressions for consumers to recognize the logo. Therefore, a consumer will remember your brand sooner if you stay consistent. Also, if you’re constantly changing certain elements, consumers will either see you as indecisive or simply not remember you.
Another way to maintain consistency is across different platforms, such as your website and social media accounts. Statistics say 90% of consumers expect to have a similar brand experience across all platforms and devices in terms of color, flow and overall quality.
Familiarize Employees with Your Brand
Your company’s brand isn’t just communicated to consumers from the top. It’s a picture that needs to be maintained from all angles. As a business owner, be sure to set a clear example of your company’s message and standards for your employees. Give them the chance to fully understand the business from a branding perspective, so they may embody it themselves. For example, there are certain restaurants and coffee shops that are known for outstanding customer service and friendly staff. From a customer perspective, there is no guessing if the service will be efficient or the employee working that day will be pleasant. Among many other things, this is something a consumer will undoubtedly remember. It also ties in with the general idea of consistency.
Also, it can be extremely beneficial for your company if your employees are spreading the word. Marketing messages reach 561% more people when shared by employees rather than by the brand itself.