5 Tips for Building a Strong Brand

A recent post on Search Engine Watch provided five suggestions for small businesses looking to build their brand reputation in 2015. Below are my interpretations of the five tips, along with my suggestions based on 14 years of experience running a tech and healthcare marketing agency.

1. Design a Great Logo

Logos are a big deal in branding. Your logo shows up on nearly everything you create, distribute, and promote. When done right, it’s what resonates with your consumers and triggers an emotional response within them.

Invest in a great logo designer and get involved in the process. A professional designer will take into consideration your target demographics, key messaging, brand personality, and other elements of your business when creating the logo design.

Don’t rush this process. It’s a critical component of your branding and marketing strategy.

2. Give Away Branded, Promotional Goods

Branded giveaways, “swag”, and free gifts are ubiquitous because they truly work for brand recall. Of course pens and t-shirts will work just fine for your business, but why not step outside of the box? Make this strategy really effective by thinking of a product that your customers will actually use.

If you’re a sporting goods store, do your customers really need another ink pen? Consider putting your logo on small hand air pumps and giving them out as free gifts at your store or local events. Your target customers will actually find these useful and will recall your brand next time they need sports equipment.

3. Participate in Charity Events

If you’re participating in a charitable event just to get your brand out there, you’re in it for the wrong reasons. First and foremost, choose a charity or event you truly care about. Perhaps it’s a cause that’s close to you personally, or one that benefits your community.

That being said, if you’re participating in an event because you’re truly passionate about the cause, then there are ample ways to promote your company in the process. Event sponsorships usually offer logo placements on websites, t-shirts, signage, etc. and often provide a backlink to your website if you’re focusing on SEO.

The best way to participate in a charity event? Actually show up and participate! Be the face of your company, meet people, shake hands, and help out. Networking and community involvement are key to building your local brand.

4. Engage on Social Media

Now it’s time to take your community engagement online. Update your social media profiles so they match the style of your website, including your latest logo and branding elements.

Just like the charity events, it’s imperative that you’re present and engaged on social media. Login everyday to start discussions, answer questions, and engage with the audience you’ve built. What good is an online audience if you don’t nurture it?

5. Connect to Something Larger

Simon Sinek calls this the Power of Why. People don’t connect to what your company sells or the services you provide. They connect emotionally with the core beliefs that drive your business. They want to know what makes you get out of bed each morning and open up shop. They connect with your passion and your goals.

Make sure everything your company does is driven from your core values and beliefs. Your brand will stand out from the rest and people will notice.