Business Branding

Companies live in the most competitive time where name recall and familiarity define their respective positions in the market. All too often companies fall in a dark dungeon of believing that presenting their products and services is enough to ensure loyalty of consumers. However, mere information blast does not sustain growth. It might spark, although not in a strong manner, interest but not sustain it in the long term. Sustainability is essential in order to make the company more productive and more profitable.

That is why it is essential to form an umbrella concept that embraces the values and beliefs of a company. Put together, this creates the business brand, an essential ingredient in giving the company its competitive advantage that distinguishes it from competitors.

For a restaurant to rise about the other restaurants, it has to determine its specific brand of food and service. But identifying your food and service is only the start. Branding goes beyond surface discussion of food and service. It goes deeper and communicates the true values the company espouses—values that consumers can relate to. After all, people would always return to those values they lived for all these years.

Your company may claim that you have the best steak in town. Sure you do but what does a juicy steak mean to your consumers? A juicy steak communicates quality and satisfaction—values which you offer and to a certain extent, promise to your clients.

Below are three things to keep in mind when getting into the boat of crafting your specific business brand:

1. Evaluate your products and services
In other words, “Know your strengths and weaknesses.” What are you good at? Which areas do you falter? Segregate your strengths and weaknesses. Determine your strengths—your best product, your best service. This will help in determining your specific brand strategy later on. On the other hand, do not give a blind eye to your weaknesses. See if you can improve, if not correct, them. When it’s beyond your control, let go.

2. Craft a good tagline
And it doesn’t have to be long and fancy. Use three to five words that best describe your strengths. Be straightforward, concise and brief. Let it be memorable, unforgettable and worthy to be remembered. Do that by connecting your products and services to values and feelings of the consumers. Coca-cola hyped the drinking of their soft drink brand with its “open happiness” tagline and Nike’s “Just Do It” take on shoes stood the test of time.

3. Go out and spread the word
Then go out. Communicate your brand. We don’t mean press releases and advertising alone. Go out and be the face of your brand. Exude whatever your brand is. It’s the best form of advertising and establishing rapport with your consumers. Going back to the restaurant example, go out and treat your customers well. Only then can you truly communicate your brand and your brand promise. Nothing beats personal experience and practical application. Sharing is sexy