To define branding, Kristine Kirby Webster, President of The Canterbury Group, Ltd. wrote:

“Branding allows a company to differentiate themselves from the competition and, in the process, to bond with their customers to create loyalty.”

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“Golden Arches”, “Ba da Ba ba ba, I’m lovin’ it”, “Two all beef patties, special sauce, lettuce, cheese…”

Chances are, if you’re able to read this, you know who I’m referring to. And without even mentioning a company name, you know who they are, what they sell, and you already have an opinion of them. Now that’s branding.

While it’s true that most businesses do not have the marketing budget of the above-mentioned company (email me if you still aren’t sure which company I’m talking about), every business should - and can - work on building its brand at every opportunity.

In order to brand your business effectively, everything that comes in contact with your prospects must clearly define your company’s message. That means everything from your business card and letterhead, advertisements, marketing collateral, website, even how your phone is answered, should support your brand. And while one piece on its own may not build brand recognition, maintaining consistency and repetition will.

So, let’s get down to the “why” of branding.

Let’s say you run a financial institution that has been around for 75 years. The original location has a great reputation, both for its customer service and for being a great place of employment. This year, you decide to expand, opening two new facilities in areas unfamiliar with your business. Now, you’re faced with the task of acquainting people in the new areas with your business, and then converting those prospects into customers.

No matter what business you’re in, the best way to let potential customers know about you and your company, your history, and your reputation, is through branding.

So what’s your message? Is your logo an accurate visual representation of your company? Does your marketing collateral clearly and consistently display your logo to enhance visual recognition, and include verbiage that accurately and effectively conveys your company’s message? Do your current customers and prospects feel good about your company?

If you’ve answered “yes” to all of the above questions, congratulations! You have been successfully “branded.” However, if you’ve answered “no” or “I’m not sure” to one or more of the questions, TAMAR Graphics can help. Successful branding is not just for the “Big Macs” anymore!