Branding Strategy and Logo Design : Branding Strategy

Developing a professional branding strategy can be difficult especially when it is a vital part of the marketing plan process. It's biggest challenge for most large and small businesses, but an important step in creating your companies identity.

Throughout the life of your business your brand identity will be repeatedly communicated, with frequency and consistency, multiple ways.

The foundation of your corporate branding is your logo. Your website, packaging and promotional materials all should be integrated your professional logo design to communicate your brand.

When creating your professional corporate branding it requires at the very least that you answer these very questions:

  - What is your company's mission?
  - What are the benefits and features of your products or services?
  - What do your customers and prospects already think of your company?
  - What qualities do you want them to associate with your company?

Don't be lazy. Do your research. Learn the needs, habits and desires of your current and prospective customers. KNOW what they think. Because defining your brand and developing a branding strategy can be difficult, consider working with a nonprofit small business advisory group or a Small Business Development Center.

Where you advertise, your distribution channels, and what you communicate visually and verbally are part of your branding strategy, too.

Added value brought to your company's products or services can be achieved by creating a consistent, strategic branding that allows you to charge more for your brand than what identical, unbranded products command. The most obvious example of this is Coke vs. a generic soda. Coca-Cola can charge more for its product because it has a powerful brand equity, and customers will pay that higher price.

After defining your brand:

  - Design a logo
  - Write down your brand messaging. What are the key messages you want to communicate about your brand?
  - Integrate your brand. Branding extends to every aspect of your business--how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything.
  - Create a "voice" for your company that reflects your brand. The voice applies to all written communication and visual imagery of all materials, online and off.
  - Develop a tagline. Write a concise statement that captures the essence of your brand. Make sure it is memorable and catchy.
  - Design templates and create brand standards for your marketing materials. Always use the same color schemes, logo placement, look and feel throughout everything you do. Consistentcy is key.
  - Be true to your brand. Customers won't return to you--or refer you to someone else--if you don't deliver on your brand promise.

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