Your Brand Is Your Business - Market It!
As a marketing professional, you understand better than anyone the importance of
establishing a distinct brand presence for your company. People gravitate to those they
identify with and can trust with their money. No matter your industry or market
segment, the best way to connect with your top audience is to maintain a strong and
consistent appearance, and of course, show your brand off! These three doses of advice
will give your brand the recognition it needs to bring in new customers who aspire to
achieve your level of branding.
1. Establish all of the elements.
Decide what you stand for, then make sure everyone knows. What makes you stand out among the masses?
Your brand should be well thought out and genuine. It needs to embody what you stand for as a company. You’ll
need a logo, possibly a slogan or tagline, a mission, and brand standards, including your corporate color palette,
typography guidelines, and logo usage. Take the time to really think about the emotional response you want
your brand to elicit. Color plays a huge role in this. Check out the color emotion guide below to see what
different colors mean.
2. Keep it consistent.
You’ll never be able to establish a solid brand if you keep changing it up. Therefore it’s important to spend the
time to come up with a timeless logo, then stick with it. You want people to catch a glimpse of your logo and
immediately know that it’s your company. They won’t be able to do this if you’re not consistent. One brand that
has done this especially well over the decades is Coca-Cola. Even when the logo is in different languages, you
can still tell it’s Coca-Cola.
3. Exposure, exposure, exposure!
Now that you’ve identified your brand, it’s time to get it out there. Put your logo on your business cards, on your
website, in your email signature, on catalogs, advertisements, brochures, and all of your other marketing pieces.
And – obviously – put your logo on promotional products! They make it extremely easy for people to see your
brand and associate it with something for future recall.
There are a million ways you can get your company name in front of the consumer, but first, you must be
proactive in differentiating your brand image.
