Van Zyl Retief

Branding is certainly a very important aspect of your business. But what exactly is “branding” and how will it affect your business? Simply put, your brand is your commitment to your customers. It shows them what they can expect from your products and services, and it sets you apart from other businesses.

Do research
A solid foundation is required to build an impressive, long-standing brand. Without a strong knowledge of your business, your brand will not work in the long run. You should reflect on your business before you jump into the process of advertising it. By doing this, you’ll create a brand that best represents your company and speaks to your target audience.

In order for your brand to be successful, you need a group of loyal followers that love your business and want to tell other people about you. These are the people you want to spend the bulk of your marketing efforts on. By spending time focusing on a certain group (rather than EVERYONE) you’ll save money and catch the attention of more clients. In addition, when you know exactly who it is that you’re trying to reach, the advertising process will be much easier.

Be professional
A professional designer and writer are key players when it comes to the branding of your company. They do much more than just making your brand look and sound nice; they also help you to develop and implement a brand strategy by considering your target audience and your marketing goals.

Essential to brand development is consistency and repetition. You want all of your marketing collateral pieces to be streamlined so that they continually build on one another and reinforce your image. Imagine the chaos of having a website, business card and brochure – all of them having a different logo or slogan! It will definitely send out a messy message to your target audience and they will view you as unprofessional.

You can try to influence the way you want people to see your company, but to a large extent, your brand becomes what other people say it is. This can be a strange concept for most, but at the end of the day, you won’t be in business unless other people enjoy what you put into the world.

This article is a general information sheet and should not be used or relied on as legal or other professional advice. No liability can be accepted for any errors or omissions nor for any loss or damage arising from reliance upon any information herein. Always contact your legal adviser for specific and detailed advice. Errors and omissions excepted (E&OE)

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