10 Techniques for Boosting Your Brand and Your Business

Creating a unique brand, or personality, for your company that attracts customers and profits takes planning and patience. We’ve compiled a list of tips that are useful for anyone looking to boost their business, from new start-ups to established brands needing new vitality.
Having a desirable product or service is only half the battle when it comes to building a successful business. Without a distinct brand identity, you run the risk of fading into the marketplace with the rest of your competition.
1. Be consistent. In order to make your brand memorable and increase your customer base, you must burn your image into your customers’ minds. This can’t be done unless you keep your logo, tagline, colors and visuals consistent across all channels.
2. Have compelling visuals. Images are sticky. People remember pictures first, words second. Your marketing materials will communicate more effectively with the targeted use of clear, compelling visuals that reinforce your brand story.
3. Maintain your brand. Your brand needs constant attention to make sure it stays on track. Maintaining your brand involves beeping your materials fresh and updated and keeping your visuals and message clear and consistent. Don’t let your brand go stale by using the same brochure you had printed eight years ago. At the same time, don’t do big rebrands on a whim. Give your message some time to establish itself.
4. Set clear goals. There are two sets of goals you need to keep in mind when marketing your brand. You must set overall goals for your company and individual goals for your marketing projects. Whatever your unique project goals may be, make sure each of them reinforces your overall brand strategy.
5. Make employees brand ambassadors. Employees can be walking, talking advertisements for your brand. Make sure they understand your brand story and are enthusiastic about spreading the word. Listen to their ideas, and reward creative employee brand initiatives.
6. Know your audience. Your company cannot be all things to all people, and trying to be is a waste of time and money. Learn who buys your products or services and target your marketing specifically to them. Conversely, know who your customers are not, and learn to let them go.
7. Distinguish yourself effectively from your competition. Being different just for the sake of being different is not effective branding. You must understand yourself and your competition so that you can effectively establish and sell your unique identity. A thoughtful, unique look and message will motivate customers to remember you.
8. Live your brand at all times. You never know when you may be talking to a potential customer or investor. If your brand image is modern and professional, make sure you portray that image in all your activities, both in and out of the office.
9. Track your efforts. You cannot know if your campaigns are effective unless you track customer response. Whenever you have the opportunity, try to find out how your customers found you. Save your data and use it for future marketing projects.
10. Know your brand story. It is impossible to effectively build your brand if you do not understand who you really are. Know your strengths and weaknesses and create your marketing plan accordingly. Successful branding requires truly creating a consciousness for your business – a living identity. Being comfortable with your brand identity will allow you to sell it more effectively.
Plus, Bonus tip:
11. Commit to branding. Half-hearted branding will not produce results. Customers know when you cut corners. Make sure that the people in charge of your branding efforts are professionals who understand the process. Avoid templates and pre-made branding packages. Don’t make branding a side project for your IT or Human Resources department. Building a strong brand is essential to your business development, so give it the time and resources it deserves.
Take notice of your brand and what image it is portraying. Give it the thoughtfulness and care it deserves, and start boosting your business.

Kristen Friend is the art director at the graphic design company Luckynine Design. As a graphic, web, and logo design company, Luckynine has worked with companies of all sizes. To learn more, visit Luckyninedesign.com.