Branding

Branding is the process of distinguishing your business or organization by promoting your competitive advantage.

Branding begins with the name of your business or organization and includes your logo, the central message, motto, or point you are emphasizing, and your customer service efforts. Because there are so many facets to branding, we’ll focus primarily on elements that are easy to include on your website – your central message and your logo.

To illustrate the importance of branding, let’s look at some of the companies that have been extremely effective with this. Think of some of the most popular and recognizable brands out there – Nike, McDonalds, and Coca Cola.

Creating an effective brand takes time and money.

Simply by seeing Nike’s famous swoosh, you probably think of shoes and sports apparel. Likewise, when you see McDonalds’ trademark “golden arches,” you think of hamburgers, fries, and other fast food items.

These corporations have spent decades and millions of dollars creating and refining their brand, to the point where every time you see their logo or hear their slogan, you instantly think of their products and services; and that’s exactly what they want.

Keep it consistent.

For your branding to be effective, it should be consistent across everything your company does. A good rule of thumb is if a potential customer could possibly see it, make sure it is branded. You should have a quality logo and a particular color scheme that you use on:

• Your website

• Your company letterhead (stationery)

• Your company envelopes

• Your business cards

• Your company newsletters

• Your e-mail signature

• All of your advertising.

Offline marketing is also important.

Branding is important online, but don’t forget about your offline marketing as well. One of the most important marketing pieces no business should be without is a quality business card.

Business cards play a vital role for companies and individuals. They serve as a way of making a formal introduction and as a convenient memory aid.

A professionally designed business card attracts attention and provides motivation to learn more about the company or organization. Having business cards that complement your website design will enhance your company's professional image as well as let visitors know right away that they've reached the correct website.