Do you really know your company branding and voice?
If you hope to succeed with your business, then your company branding is one of the most important aspects of your business, whether that business is large or small, from b2b to retail or all-online. But what is company branding? How do you create a voice for your brand, and how can it help improve your small business?
Your company branding is effectively a promise you make to your customers. Your branding tells customers what they can expect to gain from your company’s projects or services, and it helps to differentiate you from your competitors. Your branding should derive directly from who you are, what your business does, and how you want to be perceived in the marketplace.
Are you an innovator? The maverick of your field? Or are you an experienced, reliable provider? Are you a higher cost, higher quality provider, or does your model focus on lower cost, higher value? It’s impossible to be all things to all people, and so a key part of developing your company branding and voice is to target the kind of customer you want to attract based upon the level of service you can provide.
Your logo is the keystone of it all. Your brand story is built upon the foundation of your logo, and your website, promotional assets, packaging, and any other asset related to your business should integrate that logo and communicate your company branding.
Knowing Your Mission
Every brand has a unique voice which communicates to customers just what this company is all about. Company branding is about more than just quantity of communication, it’s about the tone of the conversation. Your colours, style, logo, and company branding should permeate what you do for customers – your mission. Design, copy, colours, etc. all help to establish your voice, but they are all totally meaningless without a well-defined mission. When deciding on a mission, it’s easy to get lost in jargon: “Reach new levers of greatness in the industry” doesn’t mean much, so focus on the immediate and concrete. Ask yourself: what can you do for your customers right now that your competitors can’t? Integrate that into your voice, and you’ve got a mission.
Tell Your Company Branding Story
Just as every company branding has a voice unique to its mission, that voice also has a story to tell. Much of what you do when developing your company branding comes from other places – your logo may use recognisable shapes or iconography, your colour scheme may use colours that are associated with certain ideas. Your copy is probably at least inspired by someone else’s – the place where your company branding becomes a unique item is in your story. It could be the story of what inspired you to start the business, a success story, or just the story of how the business itself developed organically – but if your customer doesn’t understand why you’re doing what you’re doing, you run the risk of getting lost in the noise of everyone else.
Educate Your Customers
Your customers need to learn about your company, through your story as told in your voice, as they spend time with you. After you’ve piqued your customers’ interest, now is the time to draw them deeper into the story, and let them in on the facts behind the story. It could be explaining where your ingredients come from, and why you choose those ingredients, if you’re a food company, or it could be describing the effects of engine wear and the benefits of regular maintenance if you’re an automotive service provider. Whatever your industry, educating your customer lends an air of honesty and transparency to your business, and positions you as an expert in the subject your product deals with.
Organisation is Key
Well organised communication is important in all of your content – that includes social media messaging, your website layout and flow, and even your packaging. Even if you have a great story, excellent education materials, and a solid product or service, hitting your customers with all of this information in a single wall of text isn’t going to work. Similarly, hiding the information in many nested sub-menus across a complicated website is also not conducive to a natural reading process. Remember, when a visitor hits your website, you’ve got about 15 seconds to grab them. Making sure that your information is organised in a natural and compelling way, and that it is easy and natural to flow from one area of your website to the next as a customer seeks to go deeper, will be the difference between your company branding’s voice being heard, or getting lost in the sea of information.
If you’re ready to give your company branding a voice and take your marketing efforts to the next level, contact Digital Soul internet marketing today.