Once your branding is complete, then you’ll want to build brand awareness by integrating it throughout your business. Specifically:
- Design your website with your branding in mind. Be sure your web developer is well aware of your branding so that he or she can create a design that best reflects your business.
- Install your branding into your product packaging. In other words, use your colors, fonts and logs within your ecovers.
- Train customer service staff to reflect your branding, where appropriate. For example, if your branding is based around making people feel special, then be sure your customer service staff treats every prospect or customer as if they are the most important customer.
- Include your branding on your social media pages. This includes posting your branding in your cover or profile photos, as well as mentioning your slogan in your “about” blurbs.
- Reflect your brand (where applicable) into all your social media posts, blog articles and other content.
For example, if your brand is built around sharing cutting-edge information, then your content ought to reflect the latest advances in your niche.
Another example: if your branding is built around quick solutions for busy people, then be sure your content is succinct so that it doesn’t take much time to consume. In addition, you’ll also want to be sure you offer the quickest, easiest solutions that will provide great results for your target audience.
Special Note: If you employ ghostwriters to create your content, then be sure you brief them on how to properly reflect your branding in every piece of content they create for you.
- Inject your brand into your advertising campaigns. Your branding should be reflected in both your advertising graphics (such as banner ads and videos) as well as in the content itself, where applicable.
Again, if you’re hiring copywriters, graphic designers or other third parties to create your content, then be sure these freelancers are briefed on the best way to reflect your branding.
- Create business cards, flyers, advertising specialties and other physical items with your branding. For example, you might attend a niche expo and hand out ad specialties such as pens that include your logo, colors and branding.
- Develop products that fit with your overall brand. Let’s suppose you run a business selling software. If your branding is based around using technology to make people’s lives easier, then your product planning phase should include determining if a product idea will fit in with this branding.
- Host webinars that integrate your brand. If you create a slide-share presentation as part of your webinar, be sure the slide deck includes your branding. If you do a screen-share, then you might want to change your computer wallpaper to your logo.
- Brand videos and other materials with your logo, slogan and colors. For example, if you create slide-share presentations for SlideShare.net, then be sure your template integrates your branding. And, as always, be sure the content itself is reflective of your branding.
The point here is to make sure your branding seeps into every part of your business. Even when all you’re doing is jotting off a quick email to your mailing list, you want to check that it reflects your branding.
Take note that your branding shouldn’t be limited only to the places where your prospects and customers will see it. Your branding should be deeply integrated into your business so that everyone is aware of it. This includes:
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- Reflecting your branding when you’re talking to marketing partners, such as affiliates or joint venture partners.
- Integrating your branding into your physical office space. If you’re the only person working the business, that’s okay – integrating your branding into your office space helps you keep your branding at the forefront of your mind. However, it’s especially important for your branding to be visible if you have employees working out of your office and/or you have customers visiting.
However, one instance where you’ll want to avoid reflecting your branding is in your market research, such as customer surveys. That’s because your branding could skew your results.
Bottom line…
Invest time in developing your branding strategy, as this effort will pay off over the long term.
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