A Picture Is Worth a Thousand Words….About Your Business
Your brand, or rather your business identity, is probably the single most important thing to your business. It is the life blood of your business. It can determine its longevity and the consumer’s ability to identify your business.
Example: Think Target. Notice how the company doesn’t even bother
putting up the word “Target” anymore. You see the target logo
and just know. That’s where you want to be with your customers,
To create a meaningful brand, you must first recognize the strength and position of what makes your product or service different, and use that as the focus for a powerful message.
Having a successful “brand” in the market today is the most critical element of communicating to your customers. To do so you must find a compelling connection that meets the needs of your audience and express it meaningfully, simply, and uses the K.I.S.S. (Keep It Simple Stupid) principal. Then you have to translate it into a powerfully good design. (Investing in a good designer to do so is one of the most important things you just need to do).
When we meet with clients the first thing we discuss is the business name, concept and positioning. You have to make sure that your company name is “buttoned up”. Protect it, register it, and make sure it is easy to understand. Once you have that done you can begin developing a visual design to communicate your business’ mission. But don’t forget to copyright and protect it as well. The last thing you want is someone else coming up with something similar and confusing customers.
At JT Clark, we use the 30 second test, like seeing a billboard going 65 mph. Can you drive by a billboard on the highway and clearly see your name and positioning and understand it? Test your business card, do a “drive by” and check to see if the name and supporting statement really communicates quickly. (Tip: Define the key messages for your business and determine your elevator pitch – then come up with a way to translate it to your business card).
Brand, creating and building one, can be complicating as the term is used not just to refer to, say your logo design, but also “branding” that in the minds of consumers; building recognition and awareness about your company – just like Target has done. But that’s marketing, of which you will get great tips on here. The most important thing to remember is that your brand is what sets you apart. Take care and time to develop something meaningful to both you and your customers; something memorable that really is the face of your business; the first impression people will receive of who you are, what you do and can determine sales.
Julie Clark, JT Clark, 847-409-7170, email@example.com, www.jtclark.agency