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Take the Bland Out of Your Brand

By: Liane Barker, Inspired Business Design

Your business brand is a permanent reminder to consumers that you are here and you are serious about what you have to offer. Your brand is your promise and it makes your business accountable.

Take ‘Apple’ for instance, look at how their brand has evolved over the years yet the main ‘essence’ of the brand, the apple, has remained, becoming one of the most recognisable and well-known brands in the world today. Love them or hate them, we all know what it stands for. To those in business, it has become a convenient mobile office and to our kids, it has almost become the new social order.

So what is a brand? A brand is more than just a logo; it is your unique mark in the marketplace. It is what sets you apart from your competition.

It is amazing the number of people who spend thousands on new premises or a website and only a small amount on their branding. Often they wait to be more established or more financially set.

This is false economy and one that can cost more in the long run. Without a unique and identifiable brand how can you attract the right clients to your business and create the success you need?

A well-known and established brand is a valuable asset to your business especially if you decide to sell; so why wouldn’t you invest in you and your business right from the start?

A brand builds trust, loyalty and ultimately a relationship with your customers. How often have you chosen a particular product purely on its reputation and brand? How did you know about this product? More often than not the brand and its promise have built up their image in your mind through consistent use of marketing, allowing you to easily recognise the brand and what it offers.

A good example of this is once again, ‘Apple’, their simple yet effective branding has managed to capture a global market through the power of their brand.

When choosing a brand for your business think about how it will represent you and your business. Is it authentic and is it going to resonate with your target audience adding value to you, your service and your product?

If you already have a brand then ask yourself does your current branding reflect you and your business and does it convey the right message to your target audience? Does it stand out from others in the marketplace?

If not, maybe it is time to update or even rejuvenate your brand and go from bland to branded with your own unique and personalised brand.