Guest post by Carol Evenson – Business Growth Expert
If you've recently launched a startup business, you've likely put some thought into how you might get your company's name out to consumers. It's one thing to have a great idea for a business, but that can all fall flat if no one even knows you exist. A good brand image can help in this area, but even there you might be wondering "What is a brand image?" A brand image is how consumers recognize your company, and what feelings they associate with that brand. And making sure consumers recognize that brand for what it is can go a long way to ensuring your startup gets off the ground floor.
Step One: Imagery
The first goal in this process is to craft a grabbing logo, one that will become easily recognizable to your clients. The ideal logo will include your company's name, with engaging colors--consumers say color increases brand recognition by 80%. Think of your favorite logos and go from there. Also, consider what tone you want your logo to represent. Are you a more serious company? Are you fun and whimsical? Keep these things in mind when crafting the imagery that will represent your company. You can create a basic logo yourself using a program like Photoshop, or pay a professional.
Step Two: Take It Online
Once you understand how you want to represent yourself to the world, it's time to use one of the best tools at your disposal: the internet. If you don't have a site set up, start this process immediately. By setting up your own company site, you will be able to express your brand mission statement more clearly, ensure prospective clients understand the services you provide, and answer any frequently asked questions patrons might have.
Setting up a site is much less daunting than it might sound. You can create and host a site on your own, using a platform like Wordpress, which allows you to completely customize your own site using easy to follow instructions. Or, of course, you can pay a designer to set up a site that is put together fully with your own specifications. If you design a site yourself or use a pro, make sure to also backup your system by using a security service like Blue Coat to protect against online threats.
Step Three: Social Media
Social media is an excellent, and largely free, way to get your name out there. Platforms like Facebook, Twitter and Instagram give you a space to interact with customers and provide info and links on new services. You can run contests, share photos and video of your products, and answer customer questions in real time. Keep in mind, 80% of consumers are more likely to rely on brands they follow on social media.
Step Four: Architecture of Your Brand
According to Shapiro’s Brand Architecture Guide, ‘brand architecture’ is a strategy you can use to help ensure to customers that they know what they are getting when the purchase your product or use your services. For example, customers of some of the major fast food chains in America know exactly what they're buying, whether they order in Florida or California. When building up your company's brand, there are four major techniques you can employ: umbrella, monolithic, endorsed, or product brand.
With umbrella, you craft a respectable name that can be placed on a series of products. With monolithic, you create a premier brand that is respected regardless of model type, giving cache to any product that brand releases, like Louis Vuitton. With endorsed, you use a reputable and established brand to twin with a product that in and of itself is a quality product. And with the product brand, you create a product that is so recognizable it almost becomes a brand itself, like Kleenex.
Starting out with a new business doesn't have to be daunting, if you understand the marketing needed. By creating a strong brand image, you're letting the public know you are professional, and someone to rely on.