Branding 101 – Designing & Marketing Your Practice’s Brand
Your brand not only tells people your story and what you’re all about, but it’s also the way people remember you.
However, most small business owners and entrepreneurs don’t know where to get started with branding. They may even think they already have a brand, but it’s not clear what it is or what they stand for.
This course offers the tools and resources you need to create a brand that represents the unique value your practice offers and hits home with the audience that matters most to building your business.
By the time you’ve guided you have completed all of the action steps included, you will be well on the path to building a brand people will remember, love, and trust.
PART 1: Designing Your Brand
The ‘identity system’ for your brand is the image you’re conveying to your customers.
Mostly, it entails the visual design elements that you use consistently in all of your marketing to convey your brand message. The logo is one of them and arguably the most important, but there are others to consider as well.
PART 2: Marketing Your Brand
The keys to marketing a brand are consistency and making an emotional connection.
Your brand needs to be consistent so that it delivers the same message and customers feel you’re a company they can trust.
The emotional connection includes the associations your brand makes in a customer’s mind.
There are many ways to go about marketing your brand, but you should always start by considering your audience and target market.
After all, the aim of brand marketing is to create an impression in their minds. It’s only natural that you should start with their tastes and preferences.
Offline brand management is just as important as online brand management, but we often let it fall by the wayside in this age of technology overload, assuming that what’s online is what counts most.
However, this is a big mistake. Offline brand management should be just as high a priority.
Your brand is your business’s biggest investment. It takes a long time to establish a brand and make it successful. It’s your biggest asset.
For this reason, brand marketing management is an ongoing challenge. Defining your brand and choosing branding strategies is only the very beginning.
There often comes a time when a company needs to rebrand.
Maybe you’ve finally found yourself and discovered who you are, or perhaps after years of running a successful brand, it’s no longer resonating with the market.
Either way, there’s a right way and a ton of wrong ways to go about rebranding your business.
Learn from the brands you love to see how they did it. Learn from your competitors both what to do and what not to do.
Most of all, learn from your clients. Ultimately, they’ll tell you whether your brand is viable or not. Stay clued into your customers and your brand will succeed.