Business Identity and Branding

OBJECTIVE OF THE COURSE:

  1. To teach trainees how to effectively use and have a relevant Identity for their Business to curate information.
  2. To teach trainees how to come up with a good face and brand for their business.

 Business identity

Statistics:

Developed during the  Early 20th century ( became neccessary for businesses during the 1960s and 70s).

 Business/corporate identity or business image is the manner which a corporation, firm or business presents themselves to the public, such as customers and investors as well as employees.It is a primary task of the business communications department to maintain and build this identity to accord with and facilitate business objectives. It is typically visually manifested by way of branding and the use of trademarks. But also includes things like product design, advertising, public relations and the like.

  Important Features of business identity:

  1. Brilliant Home Page:Without a doubt, the favorite part of it, is the home page template.It was built to be fully responsive and beautiful on all of your devices, and made sure to address a lot of your business needs when crafting a home page for your website.
  2. Custom Website Layout Options:Business Identity comes in two layout flavors: wide (default) and slim. Choose the layout that works best for your business.You also have the option to display your primary sidebar on the right (default) or left side of your site.
  3. . Custom Site Logo:Business Identity allows you to upload your company’s custom logo. Use it, along with a Blavatar, to add additional branding into your site.
  4. Featured Image Support:Business Identity supports featured images on both posts and pages, as well as on customer testimonial pages and on the home page template.
  5. Customer Testimonials Support:Testimonials are a great way to show community support and customer appreciation for your business or product. Business Identity supports customer testimonials, which are very easy to set up.
  6. Three Custom Widget Areas:Business Identity supports up to three widget areas: Primary Sidebar, Website Footer, and Front Page.
  7. . Documentation and Support:You’ll find all the documentation you’ll need to get started with Business Identity on our theme demo site , as well as the supplemental support page.

Who and who is business identity open to?

 Business Identity was made for businesses and entrepreneurs who need a beautiful and professional home on the web. It was built with a mobile-first, responsive approach to web design, which means that readers will be able to see your content no matter whether they use a mobile phone, tablet, or desktop computer when they visit.

Business Identity caters to small and big businesses alike, featuring a site logo , brilliant front page template, customer testimonials, and featured content slider.

Steps to creating a Business Identity Effectively;

  • Create a tagline or slogan for your business:

You should have already created a business name. Now you want to come up with something catchy that tells of your brand promise or identify. For example, “Glo with Pride,” is a slogan for Glo communications Big.

  •  Obtain Address and Phone Numbers for Your Home Business: If you don’t want to use your home address, you can get a P.O. Box at the Post Office or a mailbox at a mailing store. You can get tax deductions on a second business phone line in your home or purchase a distinctive ring to separate business from personal calls.

Note: Having a business address and phone number gives a professional appearance.

  • Apply for an Employer ID Number with the FIRS:

 The Federal Inland Revenue Service (FIRS) are federal agency responsible for taxes. Registering with them with be very helpful.First, it’s free or will cost a token and it gives you a Federal number so you don’t have to use your social security. Second, you’ll need it to open a business bank account.

  • Open a Business Bank Account:

Its advisable that you keep your business expenses separate from your personal account.

  • Create Your Business Logo:

A good logo goes a long way in establishing your brand and business identity. Your logo should reflect what your business does. It should be unique, eye-catching and easy to identify.

  • Order Business Cards:

 Many entrepreneurs are stingy with their business cards, but they’re so affordable and easy to share.You should have a large stash and hand them out to anyone and everyone who is or knows a potential client. While you can print them at home, you don’t want to use DIY ( do it yourself)  if it can jeopardize your professional image. There are many great affordable resources for business cards.

  • Create and Order Your Business Stationery:

 Depending on your business, you may not need stationary. Still, it doesn’t hurt to have some for faxing or other correspondence. Your business card resource probably has an option for stationary, envelopes and return mail stickers or stamps.

  • Establish an Online Presence:

 For Your Business It doesn’t matter what business you’re in, you should have an online presence. Today, most people go online and not the Yellow Pages to find businesses.Further, they use the Internet to learn about you and your products or services. Web sites serve as a useful form of inexpensive advertising for most businesses. Even the most basic of websites can work well as your online brochure.You may also decide to set up a blog for your home business, either in conjunction with or instead of, a home business.

Remember this: People no longer go online, rather people now live online.

BRANDING

History: started as early as 500 B.C

What is Branding?

Branding is a set of marketing and communication methods that help to distinguish a company or products from competitors, aiming to create a lasting impression in the minds of customers.Branding is one of the most important aspects of any business, either large or small, retail or otherwise. An effective brand strategy gives you a major edge in increasingly competitive markets. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors’.Simply put, your brand is your promise to your customer.

Advantages of Branding:

  • RECOGNITION AND LOYALTY

The main benefit of branding is that customers are much more likely to remember your business.A strong brand name and logo/image helps to keep your company image in the mind of your potential customers.If your business sells products that are often bought on impulse, a customer recognising your brand could mean the difference between no-sale and a sale. Even if the customer was not aware that you sell a particular product, if they trust your brand, they are likely to trust you with unfamiliar products. If a customer is happy with your products or services, a brand helps to build customer loyalty across your business.

  • IMAGE OF SIZE

A strong brand will project an image of a large and established business to your potential customers. People usually associate branding with larger businesses that have the money to spend on advertising and promotion. If you can create effective branding, then it can make your business appear to be much bigger than it really is.

  • IMAGE OF QUALITY

A strong brand projects an image of quality in your business, many people see the brand as a part of a product or service that helps to show its quality and value.It is commonly said that if you show a person two identical products, only one of which is branded; they will almost always believe the branded item is higher quality.

  • IMAGE OF EXPERIENCE AND RELIABILITY

A strong brand creates an image of an established business that has been around for long enough to become well known. A branded business is more likely to be seen as experienced in their products or services, and will generally be seen as more reliable and trustworthy than an unbranded business.

  • MULTIPLE PRODUCTS

If your business has a strong brand, it allows you to link together several different products or ranges. You can put your brand name on every product or service you sell, meaning that customers for one product will be more likely to buy another product from you.

Tips In Choosing Your Brand:

  • Know your audience:It’s pointless investing time or money in developing your brand without first ascertaining what will resonate with your audience, and to understand your customer’s habits, wants and needs.“Startups” need to know their target audience inside and out; their likes, dislikes, needs and motivators, as well as their overall profile. Think of your brand as a person, and create a personal one for your ideal customer.
  • Use your knowledge carefully;Nonetheless, you can tick all the obvious brand-building boxes – market research, developing a brand identity, brand and logo design, and full integration of your brand story across all communication channels – but if you fail to convey the right messages to the right people effectively, those efforts will be wasted.You must know your market to fully understand how to evoke the right emotions through your brand design. Carefully tailor your design, sales and marketing activities to your target market and do so consistently across all channels so the brand becomes easily recognizable.
  • Embrace failure:Embracing failure might not be the first thing that springs to mind when it comes to branding tips but Ian Cowley, managing director of Cartridge Save believes it’s a critical part of the brand-building process, and says his firm learned valuable lessons from a brand personality that failed.“It’s almost impossible to find a marketplace that isn’t crowded anymore, so you have to try to stand out from the competition to be remembered by customers,”
  • Don’t think like a small business;If there’s one brand-building mistake to avoid – badgers named Dave not withstanding – it’s thinking like a small business, says Leanne Ross, digital communications consultant at A Cup of Lee.“My number one piece of advice for small businesses embarking on a branding exercise is to think big from the start; come to the exercise as though you’re already operating across continents, because there’s no reason why even the smallest micro-business can’t in a global marketplace.”
  • Colour and design matter;Your visual identity, including your logo, is a consumer’s first encounter with your brand, so it must create the right impression.“Unless you’re a graphic designer, avoid the DIY approach and invest in a professional designer to create and develop your logo,” advises Paul Strong, creative director at social media experts Hoopla Marketing.“Make use of websites such as Fiverr.com or Peopleperhour.com to find a freelance designer to suit your desired style and budget.”Strong says: “To keep your brand identity consistent across all media channels, create a set of brand guidelines containing detailed information on the colour palette, fonts, and tone of voice to be used in your branding, along with other elements such as how your brand should appear on staff uniforms, marketing literature and advertising materials.”
  • Go beyond your logo:Many small businesses make the mistake of confusing their brand with their logo, but it’s vital to differentiate between the two.A brand is about much more than a logo , it is the public personification of your company, conveying everything you believe and hold dear about what you do, he says. “But ultimately what you do is no different from your competitors so why you do it has to be front and centre in branding because, as the saying goes, people buy a product but they join a cause.
  • Choose your brand name carefully:Finally, don’t ruin your brilliant branding by giving your brand a bad name. A brand name can have a detrimental effect on your overall brand awareness, so choose it carefully, advises Strong.“A brand name must reinforce the key elements or objectives of your business because, ultimately, the more it communicates to your audience about your business and what it provides, the less effort you’ll expend trying to explain it.”

Steps to building A Brand Process:

 Step 1: Determine your brand’s target audience

The foundation for building your brand, is to determine the targeted audience that you’ll be focusing on. When brand building, keep in mind who exactly you are trying to reach.Get specific. Figure out detailed behaviors and lifestyle of your consumers.

Step 2: Define a branding mission statement.

Before you can build a brand that your target audience trusts, you need to know what value your business provides.The mission statement basically defines a purpose for existing. It will inform every other aspect of your brand building.Everything from your logo to your tagline, voice, message and personality should reflect that mission.

Step 3: Research brands within your industry niche.

You should never imitate exactly what the big brands are doing in your industry. But, you should be aware of what they do well (or where they fail).Research your main competitors or benchmarks. Study how they have effectively, and ineffectively built their brand.

Step 4 : Outline the key qualities & benefits your brand offers.

There will always be brands with bigger budgets and more resources to command their industry.Your products, services, and benefits belong solely to you. You have to delve down deep and figure out what you offer, that no one else is offering.Assuming you know exactly who your target audience is (see Step 1), give them a reason to choose your brand over another.Apple is obviously not just another computer company. One of their key qualities is clean design, and a key benefit is ease of use.

Step 5 : Create a great brand logo & tagline.

The most basic (and arguably the most important piece) of brand building, is the creation of your company logo and tagline.This graphic will appear on everything that relates to your small business. It will become your calling card, and the visual recognition of your promise.

Be willing to invest the time and money to create something exceptional. You’ll be putting the logo on everything, to reinforce visual identity of your brand. Their expertise will ensure that you get a unique and timeless mark for your business.

Step 6: Form your brand’s business voice.

Your voice is dependent on your company mission, audience, and industry. It’s how you communicate with your customers, and how they respond to you.

Step 7 : Build a brand message and elevator pitch.

When brand building, tell customers succinctly who you are. Use the business voice you have chosen.Your message should be intricately associated with your brand, and conveyed in 1-2 sentences.It goes beyond your logo and tagline to define the key aspects of who you are, what you offer, and why people should care.

Step 8: Let your brand personality shine.

Customers aren’t looking for another cookie-cutter company who offers the same thing as everyone else. They are looking for an experience tailored to their needs, backed by genuine personal interaction.

Step 9: Integrate your brand into every aspect of your business.

Brand building never stops. Your brand should be visible and reflected in everything that your customer sees (and doesn’t see).If a client walks into your office, your brand should be on display both in the environment and with personal interactions.

Anything tangible–from business cards, to advertisements, to packaging–needs the stamp of your logo. When you design your website: incorporate your voice, message, and personality into content. Profile pages for social media networks should be branded visually, and with your chosen voice for engagement.

Step 10: Stay true to your brand.

Unless you decide to change your brand into something that is more effective based on measured consumer response, consistency is key.Don’t constantly change your branding, The inconsistency will confuse your customers, and make long-term brand building more difficult.

Step 11: Be your brand’s biggest advocate.

Once you have built a brand that works for your small business, you (and your employees) are the best advocates to market your brand.Give your loyal customers a voice. Encourage them to post reviews, or share your content.

Word of Advice:Endeavor to Register your business with CAC (Corporate Affairs Commission)

Assignment

  1. Create a logo for your business.
  2. Draft out a mission and vision statement for your business.
  3. Create a general business identity for your business

 

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7 Comments Add yours

  1. Felix Akinnibi says:

    Having a brand name that rings a bell..
    Thanks for this exposition..

    Like

  2. Victor Abel Ibrahim says:

    So much learned, so much stored! Our business must have a new look

    Like

  3. This is great information to be fully digested. I’m already putting all I learnt into practice. My business has a new face

    Like

  4. Arit Archibong says:

    Great hints! 👌 Now I know how to get a business account. This is really helpful. What documentation and support are you referring to in number 7 above? Can you throw more light?

    Like

  5. Faidat says:

    Thanks for the shared knowledge

    Like

  6. Oseni Wasiu Olawale says:

    This is awesome. I am always happy for been a trainee here. Thank you

    Like

  7. Letty Edet says:

    Wow, this is insightful

    Like

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