Building a business brand

Building a business brand


Creating the right brand is one of the most important parts of establishing a successful business. Branding is a way of identifying, recognising and experiencing a business. It involves more than just creating a fancy logo; a business’s branding should be reflected in everything from its customer service and employee uniforms to its actual premises and marketing materials.

There are a countless number of brands and businesses that are recognised around the world for having successful branding. But there are also just as many brands and businesses that have failed miserably.

However, avoiding a branding disaster isn’t as difficult as it may seem, as long as you keep a few key components in mind.

Don’t forget the human element
Your business is made up of humans that try to appeal to customers who are also humans. Therefore, your brand needs to show that. People want to see a human element they can relate to, so owners need to talk to them and show them how the business works. Brands with a human element that people can relate to will naturally attract more customers.

Always be honest
Transparency is huge in the business world as today’s customers want to know where their products are being made, who makes them and how. Businesses that are honest and transparent from the start are less likely to damage their brand and reputation in the future.

Stay flexible
Branding won’t always go to plan. Legalities surrounding names, trademarks and copyright laws requires business owners to be very careful of what branding they settle on. Another issue may be that a business’s target market may not respond to a brand the way owners assumed they would, which would require a change in direction. Remaining flexible will allow a business to reach the branding it needs to be successful.

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If you believe the matters discussed above are relevant to your business, please contact Darren Smith of our office to discuss further.


Darren is a Chartered Accountant with extensive experience, including working in the big 4 and medium sized firms before becoming a partner of a city based firm in 2000.

He has gained much experience and has extensive knowledge in providing business and taxation advice, superannuation planning, negotiation of sales and acquisitions of businesses and property development. His client base covers a wide range of industry groups.

Darren works with business owners to grow their businesses and create personal wealth within and outside of their business.


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