10 Steps To Improve Your Company’s Branding

Branding is one of those buzz words that is thrown around constantly.

Everyone is a brand. Everything is a brand. All of our attention should be on our brand.

La la la.

What most of these buzz driven, cliche filled discourses on branding miss is how a brand really works and, more importantly, how you can use your brand to deliver business for your organization.

Here are a few things to think about when you think about branding:

1. Brands are about focus:

Great brands include things and exclude things. Both of which require focus.

2. Brands can be built very successfully by using publicity:

Publicity is your friend.

Just look at crappy things that people all seem to know about, even if they don’t know why like the Kardashians.

Publicity works and it can build a brand for you more quickly than you might imagine.

3. Advertising is a tool of support:

Too many organizations and companies lead with advertising, but advertising is a tool that supports a brand, but it is difficult to use advertising to build a brand.

4. Your brand should denote quality:

Especially if you are trying to be a premium or luxury item.

If you aren’t worried about the cache of your brand, do what you want, but don’t make yourself seem ritzy.

Remember that your brand needs to reflect the quality that you are trying to convey.

5. Brands stand for something:

A great brand has meaning and a point of view which needs to be conveyed properly.

One way to do this is to employ a user-friendly, creative website.

Making use of a website could convey exactly what your brand stands for.

This could be accomplished with the assistance of a creative team from an agency like WebEnertia (for more info, click on https://www.webenertia.com/what-we-do/creative/).

6. Consistency is king:

In too many instances, a great brand is undercut by lack of consistency.

In all marketing, branding, sales, or revenue generating activities, consistency is the key.

7. Brands have life cycles:

Like all of us, a brand has a life cycle.

You need to know at the beginning that all good things must come to an end.

So you should never get stuck holding the bag on a brand that has outlived its usefulness.

8. Brands are always changing:

Brands are like people, they change and evolve to reflect their current place in the firmament.

If your brand isn’t evolving, something bad will happen.

9. Don’t let your brand try to do too much:

One bad thing that can happen to a brand is that it can be forced to do too much.

Your brand can’t do everything for everyone.

So just like you need to include people and exclude people, make sure you aren’t doing too much.

10. Renewal is a must:

Just like brands have life cycles and evolve over time, your brand will need to renew itself from time to time.

This may be radical or it may be subtle, but renewal is a must.