You have great products and a good looking website, but when it comes to making an impact on your target market, brand image is everything. No matter what industry you’re in, trying to make yourself heard can be an overwhelming task – but with the right approach, your brand should do all the talking for you.
What makes a good brand image?
Your brand image is a culmination of multiple things, from your reputation and the quality of your products to the specifics that make you stand apart from your competitors, not forgetting your brand guidelines. Your brand should be memorable and consistent across all platforms and communications with customers, as an inconsistent brand can play havoc with your brand’s identity. Sadly, many SMEs don’t have the budget or the access to their own team of brand developers, but with the right approach and knowledge, you won’t need to.
Want to know more? Read on for how to build a strong brand image that your customers will remember.
Your logo
You might be the face of your business, but your logo is the heart of it. And when your logo is easily forgotten, dull and difficult to understand you’ve already hindered the potential growth of your company. Reaching out to experts in small business logo design can help you understand what you need your logo to say, and they can develop the perfect image for you, which you can use across all platforms and business media.
Understand your target market
Curating the perfect brand means being able to speak to the people you’re hoping to sell to, and understanding your target market will help you craft your brand guidelines with the right information in mind. Knowing who your customers are and what they’re looking for can help you select your brand colors, your tone and even how you sell your products.
The tone of voice is important
When it comes to the tone of your business, it’s not always easy to get right. With so many different options and avenues to explore, your tone must match the overall look and feel of your brand. Again, consider who you’re aiming your products at and what you’re selling. If you’re selling fun and interesting items, then a relaxed and fun tone is more appropriate, and if your services are a little more sombre or professional, then your tone should reflect this. Your tone is also important when curating social media posts and campaigns, as the attitude of your business may dictate the type of media you share or encourage consumers to engage with.
Consistency is key
A strong brand image is only possible when you’re consistent across all channels. You might have the perfect logo and your brand guidelines might be robust, but if your social media icons don’t match, if your tone is sloppy and inconsistent when handling customers or your website design varies from one page to the next, then you’re likely to create questions over the integrity of your business.