Creating a distinctive business brand

Ever noticed how small children are able to recognise big-name logos before they have even learned to read? This is because the power of a good brand brings with it familiarity and trust – and customer loyalty.

Why having a strong brand is so important

Branding is a huge industry, with businesses investing thousands of pounds and hiring experts to help strengthen their brand. ‘Brand loyalty’ is the term used when customers keep coming back to a brand they know and trust, whether this be their favourite beverage or washing detergent.

How to create a brand

You don’t have to be a multinational corporation to create a brand that your customers will return to. Even small to medium businesses can do it – your brand might not become a household name around the world, but think local and come up with unique customer campaigns that make your company memorable and familiar, at least in your local area.

Come up with a distinctive logo, slogan or colours, and try to use them each time you market your company. Use it in advertising, on mails – whether direct mailing or emails – as well as on your website.

You might want to consider employing a graphic designer or advertising firm to help you with this. If your budget is limited, try recent graduates.

Get noticed online

It is no longer enough to be listed in the phone book; you need to be where people are looking now, which is online. Google made itself massively popular with small businesses when it introduced the opportunity to get them flagged on Google maps (and prioritised on search engine listings) by signing up for Google+. Being listed on Yelp is another way to make sure your business is visible on the digital versions of the Yellow Pages.

Keeping up to date

Marketing has become about so much more than just placing an ad in the local newspaper or leaving flyers on car windscreens. These days, marketers need to make use of all the digital tools available to them, from mobile apps to social media. Keep your brand fresh in people’s minds by inviting them to ‘like’ your Facebook page, colourful images on Instagram or even social media contests.

Keep up to date with current marketing trends by clicking onto digital media news sites regularly.

Create an identity and company values

Many businesses help to build a brand by supporting causes they feel are worthwhile, and thus build up a solid reputation as a responsible business while also making a positive charitable contribution. Charity events are a great way to generate publicity and foster a loyal customer base. Larger companies have managed to do this so successfully that their name has become synonymous with large sporting charity events.

Behind every successful brand is an ambitious and dedicated company that has worked hard to foster it. Colourful, easily recognizable and familiar brands are what separate profitable businesses from the pack, and effective marketing should tap into this.