Building a brand that sticks to your customers' minds is a must in today's competitive market. Only a few emerging businesses are actually one-of-a-kind. If your business vies for the attention of the same crowd, find something that makes your brand stand out. It could be a catchy name or design, edgy personality and voice, futuristic vision, or quirky service.
Your Name and Logo
Your name and appearance should stand the test of time. Ideally, it should also embody what your business is all about. When choosing the name, you can go straight to the point (e.g. Freelancer.com) or be creative (e.g. Red Bull). These are some of the important factors to consider when picking a name:
Spelling – Avoid names that aren't spelled the way they sound or misspelled intentionally
Similarity – Avoid names that closely resemble your competitors'
Pronunciation – Avoid names that are difficult to pronounce. Customers may have difficulty remembering your brand if they couldn't even say it right.
Your logo represents your brand, so it's critical to make a good impression. When designing the logo, ask yourself what your product/services represent, your philosophy, and mission. There are three types of logos: typeface, literal illustrations of what the company does, and symbols.
Once you've decided on a logo, it's time to pick your colors. A recent study on the psychology of colors revealed different emotions associated with colors. Some examples are trust for blue, excitement for red, and optimism for yellow.
Not only should you be consistent on your design and color, but the messages and campaigns down to your website's font and design should all be consistent. Discover your brand's voice and develop a style guide that matches your brand's overall personality. Consistency should also apply to your website content, blog, tweets, Facebook posts and shares, and more.
Timing is also essential. Make it a habit to post frequently to maintain presence on the Web and to keep your customers updated and reminded of your existence. But it doesn't matter how frequent your posts are; you have to make sure they're meaningful and helpful.
Your customers should feel a sense of belonging with your brand. Make it seem like it's a person to engage customers and build trust. You can do it by being friendly. Address them with respect and warmth, use first names when responding to inquiries, and take feedback to heart. When reaching out to customers who are in need of assistance, don't make them feel like it's a chore no matter how frustrating situations can become.
Keep high levels of honesty and integrity. For an emerging business, this is a requirement to get respect from customers and competitors alike.
Your Brand Experience
Put yourself in the shoes of your customers and identify ways you can make the experience better. When customers feel that they are being valued, they will not only stick to your brand but they will spread the word and bring new converts. Keep in mind that good memories and experiences are not only remembered, but also shared.
Ready to build a brand that lasts? Start by posting a project here.