In the digital age, it’s never been more important to craft a strong company brand.

How your brand performs in the marketplace will affect how your customers perceive you as a business, and that can directly impact on sales, profits and the future success of the business.

The importance of a strong brand

A brand is about far more than just your logo and company colours. Your company brand conveys your values as a business, your personality when interacting with customers and where you fit, as a business, in your wider industry sector.

To create a robust and effective brand:

• Clearly define your brand values – So you communicate what your brand stands for, how this ties in with your company vision and the core values you will operate by. Once your brand values have been established, use them to guide every business decision, from marketing to operations; e.g. if sustainability is a core value, this must be reflected in the choices you make on suppliers, packaging, distribution and the causes you associate with.

• Think about tone and personality – Consider the language you use and whether your brand should sound professional and expert, or warm, fun and approachable. Your tone of voice should be consistent across your website, marketing collateral and social media.

• Be creative with your visuals – Decide on a ‘visual identity’ with colours, fonts and imagery that reflect your chosen personality as a brand. Did you know that images are processed by the human brain 60,000 times faster than text? If you can commission the images yourself (design or photography), the result will feel more authentic but stock image libraries offer lots of choice too. Make sure you avoid cliched images that don’t reflect your brand.

• Use digital marketing to support the brand – Explore how social media channels, blogs and your website can increase your brand profile and reach as a company. This is your opportunity to take ownership and communicate with your audience. Keep it honest, authentic and regular.

Crafting your company brand

If you want to raise your profile and make your company stand out in the marketplace, start with your brand values, your vision as a business and the brand identity that will have the biggest positive impact on your future success.

Get in touch to talk about your business.