Mark Zuckerberg is rarely seen in anything but a grey T-shirt. He has said he does not want to spend energy on small decisions such as what to wear. Robin Wight of the communications group Engine reads it differently: brands need continuity, and Zuckerberg is very much part of his company’s brand. Steve Jobs did much the same with his black polo neck.
Whichever view you take, the lesson for a business owner is useful. Consistency is a strategy, and it works. A branding strategy is the plan that makes it deliberate.
Branding is communication
There is more to branding than designing a logo and putting it on everything. A branding strategy sets out who you are for, what you stand for and how you want to be seen and heard. It connects you with customers and helps the business grow, and once it is in place it works every time someone meets your brand, from your website to your invoices.
Three reasons to develop one
Focus. Running a business pulls your attention in a dozen directions, and it is easy to lose sight of the bigger picture. Stepping back to decide the few key messages you want customers to remember can revitalise a business and save you money on work that does not help.
Getting noticed. Your brand is what sets you apart from competitors. If you get it right, customers learn to pick you out of a crowded market, just as they spot a familiar face in a crowd.
Connecting with the right customers. Once you know your strategy is working, keep it consistent so it becomes established. Pay attention to logo placement, tagline, colour palette and typography, and use the same tone of voice on your website, your social media profiles and your Google Business Profile. A set of brand guidelines makes this easy for anyone who works on your marketing.
Where to start
Write a short brand plan: who your customers are, what makes you different, three or four values, and how you want to sound. Then check every touchpoint against it. If you are choosing colours, our guide to choosing colours for your logo is a useful next step, and if the plan points to a bigger change, read how to rebrand without losing the customers you already have.
A branding strategy does not need a wardrobe full of grey T-shirts, but it does need commitment. Want help building one? Get in touch or email info@designminds.ie for a free consultation.
