When you think of Amazon, Apple, Rolls Royce, Nike or Coca-Cola, what comes to your mind? That feeling, thought and image is what these companies spend millions of dollars to build.
Customers must recognize that you stand for something. – Howard Schultz, Starbucks
In the world of business, creating a company isn’t enough, in other to always have a place in the heart of your customers, branding is necessary.
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Why Branding
Branding is the uniqueness between two company selling the same product. It is a combination of Name, logo and purpose into a single place. Branding is what gives a business uniqueness in the market, it is the identity of a business. Branding is the scent to a business, it makes a business stand out among other business and in the industry.
Creating a brand requires proper thinking about the business, the customers and what they want to see. A business’s name, logo, slogan, location, pricing and even customer satisfaction depends on the business branding. The difference between Aldi and Target is their brands and that is what they build their businesses on.
In creating a brand, certain elements are important and they are;
Name
The name of a business has much to do with how far your business goes. In naming a business, it is advisable to choose a name that explains your business offers or choose a name that has nothing to do with your business at all. Majority of the big businesses brands today use the later. Names like Xerox, Amazon, Apple, Microsoft, Starbucks, McDonalds, etc. for small businesses that do not have enough money to push their brand, it is advisable to use the former. Adding the business purpose to the business. Example Ben mart, Suffy Lube and so on. When naming a business, it is important to consider the image and brand you want to create as well as indicate the benefit so customers.
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LOGO
In choosing a Logo for a business, it is essential to represent the company’s target. When choosing a logo, it is essential that it is the graphical representation to the world and industry the business is into. The logo is often a short graphic design with either the company name or a design but not a sentence. When creating a logo and putting a slogan, always be watchful of the font to use as well as the color, Use a color that speaks your business. As a change in color of business often means rebranding.
Branding goes beyond the name and the logos, it goes down to customer service, product uniqueness and values. The business branding goes down to making customers happy and one thing that customers remember or make reference to when the business makes them smile is the Name, logo and the slogans which is what makes you unique. Developing a specific identity in the industry and to the world, and communicating that identity consistently in your actions, is what gives you a brand.
