Branding - building brand awareness on the Internet
Setting up a business requires deep reflection and careful market analysis. Beginning entrepreneurs most often choose the industry that is related to their current interests or professional experience. Of course, this is not a rule, as often the idea for a business comes to mind under the influence of an impulse, unexpected random events or a sense of a market gap in a specific sector - even if it has not been related to our hobby or professional activity so far. Regardless of the chosen direction, entrepreneurs first of all focus on the development of the company - increasing sales or acquiring customers or business partners. Along with the development of the company, there are additional key elements without which the company's development is not possible, such as branding.
Branding - creating the company's brand
We increase sales, employ more and more employees, and yet we get the impression that a small number of customers identify with our company. What's more, most of them do not return to using our services despite the fact that we have a professional and impeccable approach to the client. How to deal with this situation? There can be only one solution to the problem - creating a strong brand, and more precisely a brand. What is branding and how does it affect the company's development? The answer is presented below.
The goal of every entrepreneur is to develop the company and constantly expand the profit. To do this, however, you need to make yourself known. How? Through product / service and company branding. To make it possible, you need to get to know the client - his expectations, way of thinking, knowledge and skills. Once you have information on market segmentation, you should create a business profile that will make it stuck in the awareness of the community through various marketing activities - not necessarily customers, because the brand's task is to expand the target group in the form of new customers.
What factors determine the development of the brand? Undoubtedly, they include professional service and a team of specialists from various departments of the company who work every day to increase the awareness of the products / services offered. Human resources are the most important element without which the brand development would not be possible. So what is a brand (brand)? While there are quite a few definitions of this concept, it can generally be equated with reputation and all the tools that allow you to shape that reputation. Every element that the customer thinks about our company, product / service is a brand. It can be the catchy music that we used in our advertisement, if after hearing it, the client is able to name our company / product, actors playing in the advertisement, the slogan, a humorous presentation or clips recorded for the development of video marketing. Brand is an abbreviation used by the client to describe our company. Depending on the industry, a brand can be recognized by various elements, including the following:
Name and tagline
The name is one of the most important elements influencing brand communication - sending signals to the customer, who then remembers the message. It requires careful market and competition analysis. It must be easy for the average recipient to remember. Although it does not have to be a rule, it is worth looking for a unique name in Polish - despite the growing number of people knowing foreign languages, due to problems with pronouncing or typing the name incorrectly, remembering it may turn out to be more difficult. An element that many entrepreneurs forget about is the uniqueness of the name. It is not worth risking choosing one that is already known on the market and used by other companies.
A slogan is an equally important element, which is an extension of the idea that the name carries. It should refer to it directly or fulfill an explanatory function. What's more, it is good if both of these elements also function on the web - before we find the perfect name for our brand, be sure to check if it is free and quickly buy an appropriate domain that will be our showcase in the future.
Logo and visual identification
The logo is one of the indispensable elements of the name. As numerous studies show, it is the logo that is one of the first elements remembered by the recipient, even ahead of the name. The perfect logo should be remembered and identified by the recipients in a fraction of a second. If we are just starting our business, it is worth designing a logo that will be identified with the name. Is it necessary to construct a graphic symbol directly related to the type of activity performed? Companies such as Apple and Shell have shown that this is not the rule. When constructing a logo, attention should be paid to simplicity - overly complicated graphic symbols will not attract the attention of recipients, because the first thing that stops human eyes is the simplicity of execution and minimalism. We cannot forget about the appropriate font and colors adjusted to the business profile (for example: green is associated with calmness, while red is associated with emotional intensity).
Visual identification should be understood here as all possible graphic designs, the use of which in advertising and marketing campaigns will affect the development of the brand in the minds of the recipients. Examples include business cards, graphic illustrations, photos, video clips (video marketing), folders or banner ads.
Website and blog
A website is not only a showcase of the company. The global development of the Internet has contributed to the creation of extensive websites, allowing you to browse the full range of products / services. A key element in creating a website is a dialogue with the client, through dedicated discussion forums or a comment system. Also, social networking sites that enjoy the growing interest of millions of users should not be underestimated. More information on websites, company blogs and social media is presented in the following articles:
The website is the showcase of your company
Company blog as a tool for entrepreneurs
Social media in business:
Social media, i.e. promoting the company in social media
Internet advertising is almost a standard. The ability to quickly reach a specific target group, low cost of the campaign and most importantly - fees only for results. There is a wide range of advertisements to choose from, which every company offering unique products or services should be interested in. In the early stages of development, it is worth using sponsored links from AdWords - we recommend an article devoted to this issue "AdWords campaign - how to use sponsored links"
After a few months, it is worth thinking about website positioning. We write more about positioning in the article: Positioning a website - optimization
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Public relations activities facilitate the development of the brand. All kinds of meetings at trade fairs, inviting customers to the company's headquarters (the so-called "open door"), publication of press releases presenting the latest changes in the company's structures or the announcement of a new product - these and other aspects increase the trust of customers and business partners in our brand . By using PR tools, we not only arouse more interest, but also let us get to know each other better - not so much as a company, but as individual representatives who are characterized by professionalism and knowledge of the subject.
The above examples clearly show that the development of an enterprise is not possible without a long-term brand-building process. However, you need some time to explore the topic, think over the name, watchword, logo or colors with which your customers will identify us. The opposite to the discussed issue is rebranding - the concept, characteristics and examples will be discussed in the next part of the article.