Some say you have to have a great logo, others say it’s a great concept. It can be either or both. It is one thing to have a company and another to become a brand. When I ran a chain of upscale restaurants, unlike what you might think, my goal was not to be the best. No, my goal was to be top- of-mind. If I could get one of my restaurants to be one of the restaurants that you considered, then it would be a successful restaurant. This took time, required strategic planning and consistency. One thing is for sure, branding your company correctly is worth every penny.
Iconic Company Branding
When you want a soda, you say Coke. Their logo says it all. When you want a copy from the copy machine you say Xerox but few people know what their logo looks like. When you think of a kid’s meal, you probably think Happy Meal. That brand is so strong that when people drive into other burger joints they always ask for a Happy Meal for their kids even though McDonald’s is the only place you can get a “Happy Meal”. That’s branding your company at its finest. So, how do you accomplish that?
Keys to Branding Your Company
Everyone wants results today but somethings just take time. Likewise, building a solid brand doesn’t happen overnight. It takes time to develop, time to market and time to make it stick in people’s mind. Like planting a seedling tree, developing the right environment is important for branding your company correctly.
If your brand was a person, who would it be like? How does it behave? What does it do? What is its mission? Will your brand need to change over time? Developing a brand is like building a house. Branding your company is no different. Your company brand should distinguish you from your competition. It needs a solid foundation, a reason for being so to speak. Most importantly, the pieces must be put together correctly.
Commitment & Consistency
Your brand needs to become the company mindset and included in everything you do. It should be seen in your products, your attitude and the way you carry out your business. It should be found in every email, every letter, every invoice, and every expert article throughout your website. Striving to be the expert in your field and positively branding your company should be the sole reason you do what you do.