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Branding 101: It’s all about creating your mark

Branding 101: It’s all about creating your mark
Author: Suzanne Moore - Director of Marketing, AloNovus Corp.
Written On: March 24, 2016
Category: Branding

When you think about branding, the first thing that comes to mind might be the image of a disgruntled steer receiving a well-placed logo on its hindquarters. To be certain, that beefy bovine felt a bit of discomfort while the rancher’s insignia was being stamped on its backside. But from that moment forward, there was no mistaking exactly to whom that promising steak dinner belonged.

And while branding your own business may be a little less primitive, the fact is your company’s brand tells the world to which company your products and services belong.

The process of making your own mark, while sometimes uncomfortable, is crucial to setting your brand apart from the rest of the “beef” in the marketplace.

Making Your Mark

Like every rancher’s branding symbol is unique, so too is the symbol, or logo, representing your business. Your business name, symbol or design tells the world that your products and services are unique to you — a prime steak dinner, if you will, instead of a fast-food burger.

So the importance of designing a logo that creates a “feeling” among customers that what you’re putting out there really matters is essential. Slick and edgy? Your customers perceive your business as being on the leading edge of your company’s products and services genre. Carefree and flowery? Your logo screams youthful with a generous helping of fun. Minimalist and modern? Your logo tells the world you’re serious about what you do, and everyone should perceive you as such.

But your logo and subsequent support materials can’t be a reflection of what you think your business should say. They need to reflect, to some extent, what your customers want and need you to represent.

So if you’re selling natural lip balm to earthy girls, for example, bold and chunky graphics just won’t do.

Who Are You — Really?

Successful businesspeople understand that it takes time and dedication to create a branding strategy worthy of representing what it is they do. To fatten the cow, so to speak, you’ve got to feed and care for it well. Otherwise, it’s just another piece of meat.

When determining “who” your business is, ask yourself these four questions:

1) What is your company's mission?

2) What are the benefits and features of your products or services?

3) What do your customers and prospects already think of your company?

4) What qualities do you want them to associate with your company?

Once you’ve answered these four questions, it’s time to get the word out to the world. In other words, the mark that separates your cattle from the others grazing the grassy hillside is in place, now, how are you going to sell that steak?

To find out more about how the talented marketing strategy team at AloNovus can help your business make its mark on the world, contact a Business Growth Strategist at 330-763-0250.




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