Quality branding is essential to any business’ success. Branding can enhance the value of your business, greatly assist in the acquisition of new customers, increase business, support advertising and improve recognition. Your brand represents the sum of the customer’s perception of your business, so should be enticing, memorable, clear and compelling. When coming up with a brand strategy, think about the most unforgettable brands, such as Microsoft and Starbucks, for example, and adhere to the following three essentials:

No. 1: Learn the difference between a brand and a logo. Your business’ brand is comprised of all the visual elements as well as written, such as advertising, marketing, press releases, social media posts, etc. Your brand should extend well beyond your logo; however, an eye-catching logo is imperative, and should complement your branding and be instantly recognizable. Your logo is the visual representation of your business, essentially its face, and should consist of a number of key components, such as the proper color. For example, blue evokes a sense of trust (think Twitter and HP), while purple (e.g., Hallmark) conveys imagination and creativity. Furthermore, the font used for a logo should complement its color, and never be hard to read. Logos should always stand out and be timeless.

No. 2: Know your target market. In order for your branding efforts to bear fruit, you must first know your target market. A business’ brand should always be based on the needs and preferences of its target audience, which will require the business to do its homework in order to determine what those needs and preferences are, keeping in mind that branding builds trust and emotional reactions are important influencers.

No. 3: Develop brand ambassadors. If you create a strong brand, customer loyalty will follow. These customers essentially become brand ambassadors and will promote your business via word of mouth, thus creating buzz about your brand, which means free advertising. By championing their favorite brands, brand ambassadors recommend their favorite businesses to potential future customers.

Blog by Dale Myers. the NALA's Head Writer.