What is business branding; 13 powerful features of great business brand

Business branding is an important core factor in the growth, public perspective, and development of a business. Branding helps people perceive, associate, and differentiate business products or services from others on the market.  Branding, therefore, helps the business to stand out. Great business branding coupled with great products and service delivery is a magical recipe for stupendous business growth. It is therefore very important for any business to do its branding well because of its numerous advantages.

What is business branding?

A brand is a group of features, things, actions, appearances, labels, or characteristics that help distinguish a business from others on the market.  Business branding is therefore the process of creating these distinctive things for the business. To do so a business needs to come up with a great branding strategy which needs to improve over time to adapt to the changing needs of the market as well as the evolution of tastes and preferences of the target audience or business customers

Features of a great business brand

What makes up a business brand?

Branding is a wide subject but not entirely complex. Appearance is a major distinguishing factor but actual branding gets down staff behavior; how they do and handle things compared to other businesses on the market. It also encompasses products, service delivery, and the entire business company culture.

These are the things that make up a business brand

1. Business name

A business name should be unique and not used by other businesses on the market. It’s the first identifier of a business. It should also be memorable so that customers can easily remember it.

2. Tagline

A tagline is like a motto but for a business for example the tagline of Nike is “just do it.” A business tagline summarizes what the business stands for or empowers.

3. Logo

Logos are of different types; monograms, word marks, pictorial, mascot, abstract etc. A business chooses which type works for them. A logo as with the business name is vital in identification.

4. Colors

Different business categories have different colors associated with them; green for nature, garden, and environment, red and orange for fast food, silver for law, pink for cosmetics, etc. Colors also have different meanings for example green symbolizes growth and red symbolizes power.

Depending on what area the business operates in, the primary color in the branding palette should identify with the industry before choosing associated colors. Color is important as it’s also used in all business branding aspects; products, letterheads, logos, stores, offices, vehicles, etc.

5. fonts

Fonts are used in all business documents and wording. Font selection matters as well in all business categories and industries. A law firm would use an elegant font like Anton while a kindergarten will use a playful font like luckiest guy.

6. vision statement

Vision is the overall long-term reason for the existence of a business. It gives the business direction and focus as to where it will be some time in the future. It is a long-run thing elaborating the meaning and purpose of the business.

7. Mission statement

This supports the vision statement. It explains the business’ purpose, culture, values and ethics, and direction.

8. Values

These are core guidelines, directions, and principles for the business and its culture or ethics.

9. Products and services

Of course, business products and services constitute the brand. Similarities exist but production and some functionalities may differ.

10. Unique selling points (USPs)

What a business does or produces that others don’t also constitute its brand identity. A USP can be associated with a particular brand by customers for example fast delivery, affordability, a certain taste, a rare product, great service, etc. On the market, customers would like the brand for that USP.

11. Website

A website and other intellectual property like apps, and software are part of the business branding. They should be uniform and consistent with other elements like colors, logos, and brand voice, and the functionality should be in line with business goals, products, services, values, and mission.

12. Social media

Business social media accounts should also be consistent with the branding of a business. This is a part of branding that’s used to interact with customers and communicate the brand’s voice. Logos, names, colors, etc. should be consistent across all social media accounts.

 13. Packaging

The way business products and services are packaged and presented to customers is part of branding. Products are wrapped and made a certain way, in certain packaging with the business logo, colors, and product information on it. This differentiates them from others on the market.

Each business offers services and handles things in a particular way the process of which can be different from other businesses on the market. Services should be packaged and offered in a way that highlights the USPs and provides the best services to customers.

These are the qualities of a good business brand

A good business brand should be;

1. Uniform

Consistency across all branding elements is very important as it sets in stone the identity of the business to customers and the general public. This eases identification, management, and sales   

2. True to mission, vision, and values

A good brand stays true to the values of the business as well as it mission and vision. The brand does what it says it’s going to do.

Conclusion

Business branding is a core aspect that needs to be done right off the bat because of its great importance. On top of making the business stand out from those similar ones on the market, branding eases marketing, management, sales, and other business operations.  A great branding strategy is therefore needed to grow a business. Contact us at sturdy springs for a free consultation.