What to Consider When Developing a Brand

by Karen Sorensen

 

Increase customer awareness by developing brand recognition.  Creating a brand for your company takes time and careful planning.  Your company could be the next icon for your particular product or service.  When you have a cut, you reach for the Band Aid® even if the bandage may be made by a different company.  Cool fruity gelatin desserts are referred to as Jello® by most Americans.  Look around you and notice the many brands around you.  What makes them so popular?

Identify Target Market

What type of customers are you trying to attract?  The success of your company’s branding efforts will rely on the customers you are pursuing.  Trendy graphics and hip hop music may attract the younger consumer, but this type of advertising might turn off the mature customers.  Cater to the interests of your potential clientele.

Legalities

Research your ideas so you do not infringe on another company’s brand.  Developing your brand is a long term investment.  Register your trademark legally to protect your company’s name from imposters and possible customer confusion.

Logo and Color Scheme

Choose simple color choices and an easy to read font for your company logo.  Choosing a graphic that says something about your business helps in creating your unique brand name.  A good example of an effective logo is the swirled red, white and blue Pepsi® circle.  The simple logo dominates the cans and bottles it is printed on and the only reading required is to determine if it is regular, flavored, diet or caffeine free.

Celebrity Endorsements

Visual stimulation will help prospective customers remember you.  Grab their attention with ads and commercials using a recognized person or character.  Hanes® sales increased when Michael Jordan became a spokesperson for their national campaign and television commercials.  Small businesses starting out probably cannot hire a famous celebrity like Michael but there are other ways to attract customers and create an identity for your business.  Create your own character.  Animated celebrities like M&M® candies have been brought to life on television and online ads.  If you are directly involved with your customers in a retail environment, you could be the face of your company.  If you are uncomfortable using actual photos, consider turning your picture into a cartoon.  There are several photo programs that can transform a picture into a sketch with the click of a mouse.  You could also hire a professional to animate your likeness and use it on all of your advertising.

Catchy Tag line or Jingle

“You deserve a break today” is not heard as often as it used to be but most people still remember that catchy jingle.  That saying became popular before there were fast food restaurants on every corner.  It was a treat for a woman to pick up dinner at McDonalds® and not have to cook.  What does your company offer that can help the consumer?  Your tag line should be short, easy to remember and send a message to your customer.  Turn your tag line into a musical jingle and your company will become the brand consumers will remember.