MAD Contributor-Freak Virginia Drayer chimes in with these handy branding reminders.
Building a recognizable brand is tough for a smaller company, but in any competitive industry, branding is essential to the survival of a small business. Even for small businesses with a strong local presence, keeping up on your branding etiquette can help grow your consumer base and strengthen brand loyalty. Use these four tips to keep your branding efforts MADly effective and productive.
Simplify Your Brand
Complicated logos, wordy slogans, and overused catchphrases are some of the major pitfalls of small company branding. You want the colors, shapes, images, and voice that your company uses to resonate with your clients, so keep your logo and other branding elements simple to make them more memorable.
Keep It Clear
Too many small businesses are overlooked simply because their branding looks poorly thought-out, doesn’t make any sense, or is too vague for potential clients to even know what the company does. Make certain that your company’s personality and purpose are clearly shown throughout your branding campaign. This clarity will help you better define the guidelines for your brand.
Keep It Consistent
Whether you are renting out kayaks or brewing craft beer, your branding campaign absolutely needs consistency to successfully bring in more business. Choose some definitive guidelines for your product packaging, television and print ads, and even storefront design, and stick faithfully to them. While different product lines or services may require different marketing techniques, the look and feel of your brand needs to be consistently recognizable throughout.
Re-Vamp with Caution
You may already have some great ideas on how to improve your brand image, but don’t rush to the drawing board just yet. Before you get started, make sure not to do anything too drastic — you want your existing clients to still recognize you after any branding overhaul. Consider hiring an expert advertising team to help you on your re-branding journey. At the MAD House, we’ll work alongside you to build a brand that is consistent, effective, and powerful with your customers, but that still lets the bold and unique personality of your company shine through.