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Branding your business

If you are a small business, you may often wonder about the importance of branding and whether this is completely necessary. Although branding might be low on your agenda, enough resources into promoting your brand needs to be allocated. By having a strong brand; this differentiates you from competitors and can even protect you from other companies who are using low prices to draw in sales.

So what is branding? This is the values that you want to communicate to your customers; it is when you want an idea or image marketed so that it is recognisable by more and more people. A lot of small firms believe that branding isn’t required because they feel almost too overwhelmed by the idea of creating a unique brand, as well as the costs involved in generating the brand - but branding doesn’t have to be an expensive process. Here we go through some simple yet effective tips on how to brand your business.

The first thing to do when branding your business is to come up with a brand identity, here are some key questions to consider:

• What is your company's value/mission?
• What are the benefits and features of your business?
• What do your existing/ new customers think of your business?
• What qualities/perceptions do you want them to associate with your company?

Once you’ve figured this out, you can then start to develop your brand identity and values.

A brand‘s logo is one of the most important things when branding your business. It is ultimately the face of the company and is the point of contact which can give customers the first impression of your business. Your logo should look professional and make people feel confident enough to buy from you. Consider how this is going to be designed as well as a good slogan that ties in well. Along with your visual elements, you want to pick colours and fonts that represent you well. Your logo also needs to stand out from competitors and most importantly communicate what your business is about in order to build the right connection from the beginning.

Consistency is crucial to building a strong brand which customers can remember. You need to promote your brand by maintaining the same tone of voice throughout. For example, here at Workplace Property, logo consistency is key across all forms of marketing materials we are using. Also, integrate the brand to every aspect of your company such as how you take phone calls, email footers, business cards, invoice/quotation templates and email addresses.

Lastly don’t overlook your employees, communicating your brand through your employees can help create the right culture and is a way of attracting the right people. For example, if your business is more service based, the focus should be on customer service- employees should be friendly, professional and approachable; accordingly you want employees to relate to the brand and image you’re trying to promote to customers. In order to achieve this, give existing and new employees a copy of your brand strategy and communicate this with them on a regular basis. By understanding what is required, employees will understand the goal set and strengthen their belief in your business.

Although there are other ways in which you could brand your business, most start-up owners don't have stacks of money to spend. However, these basic steps will put you on the right track towards developing cost effective methods to develop initial awareness of your product or service alongside your brand image.

Workplace Property has over 35 year’s experience providing commercial properties, industrial units to let and workspaces in the region of Peterborough, Stamford, Bourne, Deeping and Spalding. Please see our industrial units to let page for current availability.