In every single industry right now, the competition is increasing and improving continually. As an SME (small or medium enterprise), you lose significant ground if you stand still for even a moment. With this in mind, branding is more important than ever before. Across all platforms and on all products, branding allows the consumer to trust your brand both online and offline. Today, we’re going to provide some simple tips you can utilize while also looking into the impact of your logo.
Importance of a Logo - When we think of the color red in business, it isn't long before you think of Coca Cola just as we think of Starbucks with green. Why is this? Above all else, it means these two companies have a very successful branding team. Whenever you see the name Coca Cola, it has always been accompanied by the color red whether it’s on the cans, company lorries, adverts, posters, online ads, website, billboards, and many other products they’ve offered through the years such as pencil cases and mini fridges.
Why do companies do this? Well, a recent study suggested that over 90% of all purchase judgements are made on visual perceptions; furthermore, 85% of people suggest color as their main reasoning behind buying a new product. Considering colors can also evoke different emotions in people, it’s fair to say this feature is important.
Along with the color, the logo plays an important role in the process because it should portray your message, what you’re trying to achieve, its context, and where you want to go in the world. If you look at FedEx, the negative space creates an arrow pointing forward; with Amazon, that smiley face you thought existed is actually an arrow from A to Z suggesting they cover every product imaginable.
Branding - If you’re attempting to improve your branding this year, we highly recommend making a list of all your products, documentation, and any other location where branding will be possible. From here, you can create one master copy of your logo before then applying it to your list. If you have different versions of your logo, we highly recommend working from just one because the smallest of differences between logos could see you lose trust and credibility.
Next, write a branding profile for your company including words that describe your service, colors, your logo, tone/voice you want to use, etc. If you choose a light blue color scheme, this needs to be applied across the board from company vehicles to your website. If you have a blue logo, there’s little point then making an orange website with employees driving around purple vans; you want your employees to drive past and everyone nearby to know the name of your brand within seconds.
Importance of Consistency - As a small or medium business, the goal is to grow as much as possible (we hope). Although it can be tough at times, you must remain consistent with everything written in your branding profile. As well as colors and logos, your voice needs to remain the same too. If you’ve always been a serious company, choosing to go fun/snarky all of a sudden will cause confusion and could be taken the wrong way. Every few weeks, take a step back to reassess your position to ensure consistency across the board.
If you follow this advice and introduce a clever, consistent branding strategy, give it a few years and people will be saying your name to a certain color. What’s more, the trust and credibility increase allows you to introduce a loyal customer base and join the path of business growth!
Need advice on your brand? We have many Bartercard members ready to help. Talk to your Trade Broker today, or search MYBC for a list of businesses who can help you take your brand to the next level.