Why Develop a Brand for Your Business ?
As a business owner, your goal, whether you have a retail, service, or non-profit organization, is to grow and flourish. Businesses begin because the people behind
the business have a vision and passion for what they are doing. Who becomes a successful doctor if he or she doesn't care a fig about people or medicine? Who
would open a shoe store if they didn't care about fashion, style, and allowing people
to walk in comfort?
So why, you ask, should you brand your business? So you can make your dream, whatever your dream may be, become a reality. Your brand tells your clientele who
you are and what you offer.
Branding is essential to continued business growth and there are two cardinal rules
to adhere to. The first is to establish an identity. An identity consists of the
organization's name and whatever graphic image has been chosen to represent the business. This visually identifies who you are. The second rule is to have consistency
of use. The more people see your name and your logo, the more they remember
you and what you do for a living.
People are visual in nature and color and images create an impetus that compels
people to action, or conversely to inaction. Reds, yellows and oranges stimulate
while soft blues and greens calm. Have you chosen the right colors for your image?
Look at the colors of the logos to the above right. Big Brothers/Big Sisters have not
only used the image of a big and little holding hands with a heart joining them
together, but they have also used a light orange color for their logo. Orange
engenders feelings of playfulness, endurance, and pleasure.
Red, as used in the enduring logos of Coca Cola and Campbell's, suggests
elegance, strength, and excitement, and it demands attention.
What does your brand tell your clients about you? Does it convey the image you
want it to or is it a weak or unclear brand? Are you stuck with the image simply
because you’ve been using it?
Look at Apple. Their logo, originally designed in 1977, has been around for a long time. They’ve upgraded it to a “glass apple” and what Apple tells you to do is “think different.”
What excellent advice! You too can think different and add vitality and energy to
your brand and ultimately to your income. Take that step, refresh and rejuvenate
your brand and see what will happen tomorrow.