Marketers have a closely guarded secret, regarding the different colors that evoke different emotions in people. That’s why corporations choose their colors carefully when branding their products and services, as reported by Kevin Allen on entrepreneur.com.
“Perhaps most notably, it is said that red stimulates the appetite. That’s why the color is so prevalent with national food chains like McDonald’s, Pizza Hut, KFC, Wendy’s, Popeye’s and Chipotle. Blue, meanwhile, is the color most preferred by men, and corporations often use it because it is thought to be productive and not invasive”.
According to Bop Design, there’s a lot more to branding than words, colors and images. Smart business owners can benefit from a variety of off-the-beaten path techniques to help build their brands.
“When most people think of branding, they typically think of logos, taglines, value propositions, advertising slogans, and other common branding tools,” said Jeremy Durant, a principal in Bop Design. “But there’s a lot of different ways to build a brand, some of which can be especially helpful with new and emerging businesses.”
Some often-overlooked branding techniques include:
1. Interior design.
The way a place of business looks on the inside sends a powerful message about the owner’s commitment to the business. Is the interior neat, clean, and professional? Does it make clients feel welcome when they walk through the door? Does it reflect the look and feel that clients expect from that type of business? Investing in interior design shows that the owner is serious about the business and plans to be around a while. By itself, interior design probably won’t cause a prospect to do business with the company. But it can definitely swing their decision in the right direction.
2. Personal branding.
As head of the business, the owner is the company’s leading brand ambassador. Which means everything the owner thinks, does and says contributes to the company’s brand. The way owners dress, their posture, the way they speak – these all play a role in shaping customers’ perceptions about the value of doing business a particular business. There are many ways to develop a personal brand. The key is to make sure it aligns with the company’s brand.
3. Networking and social events.
Business owners are on even when they’re off (duty, that is). At non-work parties and social events, they’re still representing their companies. Which provides an excellent opportunity to build their brand. Parties allow business owners to meet new people, reconnect with those they already know, and identify people who could become clients, strategic partners or referrals sources. Hosting a party or event doubles the opportunity, as it obligates the owner to interact with all the guests.
Think GeekMobile – those little Volkswagens emblazoned with the Geek Squad Logo. Or the Oscar Meyer Weinermobile. Or those Truly Nolen pest control cars with the mouse ears on top and tail on the back. Most businesses won’t lend themselves to such a campy look or humorous approach. But with a little ingenuity, the owner’s car can help to build the brand every time they drive it.
5. YouTube videos.
Creating personalized YouTube videos offers an inexpensive and very effective way to build a brand. Videos can include everything from “verbal” white papers to customer testimonials, industry thought leadership, and more. Today’s viewers expect videos with high production quality, so don’t post anything that looks sloppy, cheap, or homemade.
“Everything you do as a business contributes to your brand – the purpose of which is to define, differentiate and communicate your unique value proposition,” said Durant. “So never try to imitate another brand. Instead, get creative about your own brand, and build your brand communications around what will hit home with your customers or clients.”
Hayden Richards is Contributor of IntelligentHQ. He specialises in finance, trading, investment, and technology, with expertise in both buy-side, sell-side. Contributing and advising various global corporations, Hayden is a thought leader, researching on global regulatory subjects, digital, social media strategies and new trends for Businesses, Capital Markets and Financial Services.
Aside from the articles, interviews and content he writes for IntelligentHQ, Hayden is also a content curator for capital markets, analytic platforms and business industry emerging trends. An avid new media explorer Hayden is driven by a passion for business development, innovation, social business, Tech Trading, payments and eCommerce. A native Trinidadian, Hayden is also a veteran, having served with the Royal Air Force Reserves for the past 10 years.
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