If you are in any way connected to the business world, you have heard a lot lately about branding. Branding is simply defining your image. Your brand tells the world who you are, what they can expect from you, and what you stand for. In the world of media relations, there is no more important concept.

Yet for many businesses (especially new businesses) branding takes a back seat to the thousands of other things that are on the agenda.  It should not. Branding is more than your company sign, and the design of your business cards and letterhead. Let’s take a look at some important branding strategies that any business can incorporate.


Consistent Design Rules

Step one is always to design your logo. The logo is (forever) what will identify you. You never redraw your logo. The design, color, and size (in relation to paper goods, truck decals, and promo goods, is always uniform) When designing your logo think of other companies.  In almost all cases, the bigger the company is, the smaller their logo is. Use distinctive graphics. Do not use different fonts, borders, or backgrounds. When someone sees your logo, they should instantly think of your brand. They should never have to search or wonder if they are looking at a knock-off trying to copy you.

What does your color choice say about your company? Blue is a color of trust, while red is a color that speaks of boldness. Black, gold, and silver are elegant colors. Green makes us think of clean, environmentally friendly products. Before you choose a color for your logo, research it and see what impact that color has on the viewer and if that is the message you are trying to portray.

Get your story out

People want to be a part of something. They love to hear stories. Take advantage of technology and get your story out. Let people know how you began, and what your visions are. Create video campaigns of how your company, vision, and dedication inspires others. Infographics, online interaction, and “about us” marketing is a must have branding strategy.


Community Action

Whether you call it media relations, public relations, or fused communication, getting involved in the community is a tool required to establish your brand. When people make a choice about a product or service they are going to purchase, they are drawn to businesses that care. If you are supporting education, commerce, feeding the hungry, or supporting animal shelters, be active and visible.

Encourage your customers to get involved and tell their own stories about how they helped the community through or because of the influence of your business. Praise them, feature them on your website, and in your publications. By making your brand part of the community, your community becomes part of your brand.


Social Media

Your social media presence is a huge part of your branding strategy. No longer is social media just for the younger target audience. Every age group has learned the convenience of e-commerce and online communication. Keep your social media presence active! Do not let your website get old and stale - make sure the website loading time is fast and provides up-to-date content.  If a client returns to your site weeks after their last visit, give them new material to access.  Respond to your customer base. Never ignore a question posted on your site. Ad video, and interactive programs to make the visit entertaining. This will make clients remember you and your brand.


Create a legacy

Every move you make should be made with the idea of the legacy you are leaving behind. Look at every action as an action that is preparing your place in history. Your attitude of “actions of today, impact generations of tomorrow” will be transparent to your clients. Create a legacy of honesty, reliability, and value - and make sure to repeat the successes! This is your brand and this is what you want to be remembered by. Your management and staff should operate from that mindset and your brand will benefit by bringing you loyal customers.



Author Bio

Wendy Dessler

Title: Super-Connector at OutreachMama

Wendy is a super-connector with OutreachMama and Towering SEO who helps businesses find their audience online through outreach, partnerships, and networking. She frequently writes about the latest advancements in digital marketing and focuses her efforts on developing customized blogger outreach plans depending on the industry and competition.