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How to Build a Consistent Brand

How to Build a Consistent Brand

You may have heard that branding is the key to long-term business success.[1] This is true; however, it is also extremely important that a brand is always consistent. Consistent branding generates trust and increases consumer loyalty. It also ensures that your brand and value propositions are always recognizable. Businesses are just like people, consistency creates confidence.

Since consistent branding is so important, companies should spend significant time planning and shaping their brand. Your brand is how you want people to see and perceive your company. Do you want them to think you are innovative, dynamic, solid, dependable, or classy? These are all qualities that you will try to consistently represent with your brand.

So how do you achieve this? These are the steps that should be taken to build a consistent brand.

Pinpoint Your Customers

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    The first step is to find out who you want to communicate to. For example, if your business is a weight loss pill for middle-aged women, you are not targeting male college students. This is important to know because the message that you will want to send to middle-aged women will be a lot different than the message you might want to send to college-aged men. So you must do some market research to identify who your demographic really is. It is extremely hard to operate a business that targets everyone.[2] When you know who you are talking to, you will be better positioned to create a consistent tone, message, look, and voice that appeals to your audience. When this is consistent, people will always know what to expect and you will be easily recognizable and highly memorable.

    Be Clear On The Mission Of Your Brand

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      After pinpointing your customers, you want to make sure that you are clear on the mission of your brand. This requires you to look inward at your organization and identify what it is that you really want to do. This will increase the appeal that you have with your potential customers. It will also shape how you want people to view your brand.

      What perception should people have of you based on your mission? For example, if your mission is to help middle-aged women lose weight, you don’t want to create a brand that makes people perceive you as uncaring. You want to create a brand that communicates your mission to the world. You might communicate that dealing with a changing body as you get older can be difficult, but your company is here to help. If you can consistently reinforce this message you will attract more customers and start to live the mission of your brand every day.

      Create Your Visuals

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        The way that your brand is presented to the world is extremely important. People connect to visuals faster than words. This means that no detail can be overlooked. People will associate these visuals with your brand and make determinations about what they think about your business before they even experience your products or services.

        There are a few things that you want to take into consideration including:

        • Your Logo: This seems easy, but can actually be extremely difficult. Once a logo is established, it is very difficult and unwise to change it. Due to this, you really need to get it right from the start. There are many approaches you can take, including abstract designs, words, shapes, graphics, and much more. Remember that your logo will represent your brand on all collateral that the public sees in a consistent manner. Make sure it is something that you are completely happy with.
        • Company Colors: The color of your company sends a powerful message to your customers. Every color communicates something different. So make sure that you are using the colors that send the message about what you want your brand to project. Then use these colors consistently on all of your materials, including advertisements, flyers, mail, stationary, and your website.
        • Links: In the age of the internet and social media, the links that you will be sharing with the world cannot be overlooked. Many companies use shortened links in order to more easily share links over multiple platforms. This is a good strategy, but it looks bad visually and not very good for branding. Fortunately, companies now have the ability to create their own branded links. These links provide a better visual and help to consistently brand your company even when you are just posting and sharing on social media. This infographic by Clkim tells more about why & how branded short links work.[3]

          Infographic Courtesy

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          Identify Your Tone

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            The tone of your brand is important. However, it must be specific and consistent. Do you want to be funny, ironic, conversational, polished, professional, casual, visionary, or cutting edge? There are an unlimited number of tones you can choose from but the most important things to consider are to make sure that your tone aligns with your audience and is consistent in all of your communications. Try to make your tone different, unique, and memorable. For example, many years ago there was an internet marketing expert known as the Rich Jerk. He sold internet marketing courses and he had a very specific tone, he was a jerk. He was always bragging about how rich he was and claiming that everyone else was probably too stupid or lazy to be as rich as he was. It was highly memorable and turned out to be a great tone for getting people to buy what he was selling. You might not want to go that far with your tone, but it is a great example of what is possible when you project a consistent voice through your writing and communication.

            Conclusion

            If you follow the steps outlined above, you will be well on your way to creating an appropriate, memorable, and consistent brand. The benefits of this can be astounding. Consistent branding is one of the main keys to a successful business, right behind having a quality and in demand product or service. Just remember, you do not need to recreate the wheel. Follow the steps in this article and start building the brand and reputation that your business deserves.

            Featured photo credit: pressfoto via freepik.com

            Reference

            [1]http://www.inc.com/samuel-edwards/why-business-personalization-is-the-key-to-long-term-success.html
            [2]https://www.entrepreneur.com/article/240163
            [3]http://blog.clkim.com/2016/12/next-evolution-shortened-links-branded-links/

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            Last Updated on October 18, 2018

            10 Key Characteristics of a Highly Successful Entrepreneur

            10 Key Characteristics of a Highly Successful Entrepreneur

            When it comes to starting your own business and pursuing your dream of becoming an entrepreneur, it can be advantageous to go all in and embrace the flexibility of finally quitting your day job.

            Keep in mind, though, that it takes a special kind of person to take the business world by storm: a person who has cultivated the key characteristics of entrepreneurial success.

            People with these characteristics are likely to succeed, whereas people without them have difficulty moving forward with even the most brilliant business ideas.

            These characteristics of an entrepreneur are so important that I’ve decided to cover all 10 of them in detail so that you can start your business with your best foot forward.

            1. Successful Entrepreneurs Practice Discipline

            Plenty of business experts claim that you can’t get anywhere as an entrepreneur without vision or creativity, but that’s simply not the truth. Instead, the one quality that no entrepreneur can be successful without is discipline.

            To build an idea into a business, you have to have the discipline to spend time slogging through the least fun parts of running a business (like the bookkeeping), rather than taking that time to do something fun.

            Andrew Carnegie, one of the most financially successful Americans of all time, grew up working dull and difficult jobs in factories. Despite going to bed hungry some nights, he continued doing his best work. He was eventually hired by a railroad company and continued to move up the ladder until starting his own successful businesses. Carnegie is a fine example of an entrepreneur dedicated to discipline and hard work. He truly earned his dreams of prosperity and success.

            When you’re the boss, there’s no one to keep you at work except yourself — and there’s no short-term consequences for skipping out early.

            Sure, if an entrepreneur plays hooky enough he knows that the business just won’t happen, but it’s very hard to convince someone that ‘just this once’ won’t hurt (and to keep ‘just this once’ from becoming a daily occurrence).

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            2. Successful Entrepreneurs Keep Calm

            Things go wrong when you run your own business.

            Most entrepreneurs go through crises with their businesses — and more than a few wind up with outright failures on their hands. But when you’re responsible for a business, you have to be able to keep calm in any situation. Any other reaction — whether you lose your temper or get flustered — compounds the problem.

            Instead, a good entrepreneur must have the ability to keep his cool in an emergency or crisis. It may not make the problem easier to solve, but it certainly won’t make it harder.

            Honestly, losing your calm is a quick path to becoming the kind of person who gives up in the face of adversity. Instead giving in to frustration, remember classic entrepreneur Benjamin Franklin.

            Franklin kept his calm as he experimented and tweaked his inventions again and again in pursuit of success. He didn’t give up during his many failures – he chose to innovate. You can choose innovation, too.

            If an entrepreneur can handle failure without frustration or anger, s/he can move past it to find success.

            3. Successful Entrepreneurs Pay Attention to Details

            Restricting your attention to the big picture can be even more problematic than ‘sweating the small stuff.’

            As an entrepreneur, unless venture capital has magically dropped out of the sky, a small expense can be a killer. It’s attention to detail that can make a small business successful when it has competition and it’s attention to detail that can keep costs down.

            Attention to detail can be difficult to maintain — going over ledgers can be tedious even when you aren’t trying to pay close attention — but keeping your eye on a long-term vision is just asking for a problem to sneak in under a radar.

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            After a business grows, an entrepreneur might be able to hire someone to worry about the details. In the beginning, though, only one person can take responsibility for the details.

            Skeptical about the importance of details? Look no further than Howard Schultz, who grew a small coffee shop called Starbucks into one of the most globally successful coffee businesses in the world through his extreme attention to detail.

            He is famous for taking all aspects of growing a business into account, paying attention not only to financially smart business decisions, but also focusing on socially responsible business decisions. Details can take you far.

            4. Successful Entrepreneurs Embrace Risks

            No entrepreneur has a sure thing, no matter how much money s/he stands to earn on a given product. Even if a product tests well, the market can change, the warehouse can burn down and a whole slew of other misfortune can befall a small business.

            It’s absolutely risky to run a business of your own and while you can get some insurance, it’s not like most investment options. Even worse, if something does go wrong, it’s the entrepreneur’s responsibility — no matter the actual cause. In order to deal with all of that without developing an ulcer, you have to have a good tolerance for risk.

            You don’t need to channel your inner frat boy and take on absolutely stupid risks, but you need to know just how much you can afford to risk — and get a good idea of how likely you are to lose it. If the numbers make you uncomfortable, the risk is too great.

            Embracing risks is essential for growth and additional success, as well. Walt Disney, for example, could have stayed comfortable with his advances in the film and animation industries, but decided to expand his brand with a new dream: a theme park that soared above the competition. Without taking this risk, the incredibly successful Disney theme park empire would never have come about.

            An entrepreneur has to be willing to accept pretty big risks, with some level of comfort.

            5. Successful Entrepreneurs are Balanced

            You can take any characteristic too far. There’s a point at which attention to detail can become obsession or calm can become unemotional response.

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            As an entrepreneur, you have to be able to balance your characteristics, getting the most of them without going over the edge. But balance for an entrepreneur goes far beyond keeping your characteristics in check, though.

            Just as an entrepreneur doesn’t have a boss to keep them at work when necessary, they don’t have one to send them home when they’re done. If you are working for yourself, you have to decide how to balance your work and home life — and if you have a day job to add into the equation, balance just gets more complicated.

            Oprah Winfrey, one of the most successful and influential entrepreneurs out there, understands the importance of balance. Winfrey has a lot going on; she runs her own media kingdom, acts, produces films, publishes print, and more. In an interview with Fast Company,[1] she talks about her efforts to balance priorities and self care, saying that she must ask herself what is truly important in each limited day.

            You may or may not have as much on your plate as Oprah, but learning how to balance whatever you have going on in life will certainly help you farther along down the road as you learn to be a great entrepreneur.

            6. Successful Entrepreneurs are Passionate and Motivated

            In order to develop any of the above characteristics, you must have a foundation of passion. Staying disciplined day after day during the building of your business takes unrivaled motivation.

            Before you start any business, ask yourself if you can sustain true excitement about your idea during even the darkest days ahead of you. If the answer is yes, then good for you! Nurture your natural motivation by taking these action steps throughout your business journey:

            • Commit to making short and long-term goals. Check in with them often to stay on task.
            • Have a plan in place for the inevitable days when you feel discouraged. Make a list of things that will help keep you motivated and focused.
            • Share your ideas with trusted individuals who are just as excited as you are. They will help keep your enthusiasm rolling even when you are feeling down.

            By being prepared for apathetic days and holding fast to your authentic passion, you can actually enjoy your journey to success.

            7. Successful Entrepreneurs Adapt

            Remember this one word: flexibility. Seasoned entrepreneurs know that change is not only a part of life, but also a part of the business world. Expect change and choose to adapt.

            As a new entrepreneur, it will be tempting to cling to your original business plan with no exceptions, even if you notice it isn’t working. Good entrepreneurs know that it’s okay to make smart, informed changes in order to ensure efficiency.

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            8. Successful Entrepreneurs are Marketing and Sales Experts

            No matter what kind of business you are starting, a knowledge of marketing and sales will save you many headaches. A passion for creating a beautiful handmade lifestyle product is not enough to run a successful lifestyle brand; it is critical that you understand key business principles in addition to your natural skills or great product line.

            Not sure how to start? Taking business courses is a great idea, but you can also easily brush up on sales and marketing through free online resources. Check out these 10 Sales Skills Everyone Should Master To Be Successful to begin now.

            9. Successful Entrepreneurs Have Strong Money Management

            Along with sales and marketing skills, money management is a very useful tool in the box of the entrepreneur. Understanding how to best manage your money can be the difference between early success and early failure in the business world.

            If money management isn’t your strongest skill, prepare to hire a financial expert to help you with any tricky business that comes up. Financial guidance and knowledge is never a bad idea.

            10. Successful Entrepreneurs Ask Questions and Continually Improve

            Pride is a natural human quality, but it’s important to humbly conduct some constructive criticism every now and again on both yourself as a leader and your new business as a whole.

            Assess how things are going and be willing to make positive changes if necessary. Here’re 15 ways to cultivate lifelong learning.

            If you are always improving, then how can you ultimately fail?

            The Bottom Line

            Let me remind you of one important fact: the qualities of an entrepreneur listed here are not exclusively available to some people and elusive to others.

            Although some people may have natural strengths and weaknesses, these qualities can be learned by anyone interested in taking up the entrepreneurial challenge. It might not be easy to change old habits, but it is absolutely possible to cultivate these characteristics in yourself.

            Whether you’re a business owner or an aspiring entrepreneur, with hard work, you can train yourself to develop the qualities that truly determine the entrepreneurial spirit and future success.

            Featured photo credit: Unsplash via unsplash.com

            Reference

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