Effective branding can make a big difference for customers. Seventy-nine percent of Canadians will pay more for products or services from a brand they know and trust. Having a consistent and reputable brand can help your business rise above the competition, but how do you start building a brand that customers will love? Consider these four branding essentials to help you get started:
- Define and share your vision and mission
- Share your brand’s roots
- Amplify your brand’s voice
- Nurture a positive company culture
1. Define and share your vision and mission
A vision and mission statement can help you define the values at the core of your brand. Clearly communicating those values can have a big impact when customers are shopping around: according to a 2022 survey, 65% of Canadians consider their values when shopping online. When brainstorming your vision and mission, consider your company’s goals, its values and how you want your brand to be perceived by the public.
Once you create your statements, share them. Post real life examples of how your business lives up to its vision and mission on social media, your website and in newsletters. Imprint both statements on signs that can be proudly displayed for employees, customers and other stakeholders to see. Incorporate your company’s core values, mission and vision into employee onboarding, team meetings and client communications. And reinforce these messages by rewarding employees who live your company’s values. A cookie tin, Charge It Up Tech Kit or Ice T-Shirt imprinted with a message about your branding essentials makes a perfect reward.
2. Share your brand’s roots
Sharing your company’s history invites customers to feel more connected with your brand. A brand that tells its history may be viewed as more honest and authentic than one that doesn’t—and consumers are likely to spot the difference. When writing your brand’s history, share what inspired the founder to start the business, any interesting obstacles your business overcame in its early days and other unique details your audience would appreciate, find funny or be inspired by.
Engage your audience in your brand’s history. Hold a photo caption contest using images from your company’s early days. Invite customers and staff to answer trivia questions about its history. And crowdsource photos form long-time clients and employees. Thank people for their contributions and participation with gifts, like a lunch and cutlery set, trucker hat, mug or Hot Chocolate Bomb, imprinted with something nostalgic, such as a throwback logo.
3. Amplify your brand’s voice
Brand voice is the personality and tone your company communicates with. Keeping your brand voice consistent can help create a cohesive experience for your customers as they navigate your website, check out your social media or contact customer service. As you engage with your audience, they’ll begin to recognize and anticipate your brand’s voice, which can make them feel more connected to your business.
Does your tone match your brand’s purpose? Is it relaxed and fun or formal and serious? And can you match the tone of your brand with a particular personality, such as cool or sophisticated? Whatever your brand voice is, use it consistently and on every channel. And choose giveaways that complement it too. A brand that’s cool may give out a marketing giveaway, like a pair of fun sunglasses or a mood wobbler, for its next promotion, while one that is more sophisticated may choose to thank customers with a sleek, soft-touch pen or pair of gloves.
4. Nurture a positive company culture
Maintaining a positive internal culture can help your brand stand out to your customers. After all, customers love knowing that a business treats its team well. Show appreciation to employees and share the details both internally and externally.
Present employees with awards, such as a Juno Wood Plaque or Lapel Pin, for jobs well done. Snap a pic and post it, along with your employees’ accomplishments, on social media. Invest in team members’ learning and development and reward them with a framed certificate that can be proudly displayed at their desk. And celebrate successes. Did an employee hit a milestone anniversary? Passing out mini pretzel gift boxes is a great way to share their sweet success.
Reach new heights with branding essentials to help your company grow
With a clear vision and mission statement, cohesive brand voice and positive company culture, your business can rise above the competition to catch new customers’ attention. Reinforce these messages with marketing giveaways, signage and more to proudly display your branding essentials.