Branding communicates your business
posted by admin in Window CleaningBuilding a brand means you create a unique culture around a product or service - a culture that becomes indelibly infused in the minds of the public by enlisting as many of the senses as possible.
Doing it correctly and communicating the brand to the universe is an expensive and labor-intensive process calling for lots of dollars spent over years of consistent effort.
You can take it down to a more localized level, and realize some success, but don’t expect miracles. And don’t confuse branding with positioning. Below are examples of both.
There are countless ways, but here’s a start: Take, for instance, a fictitious window cleaning business. We’ll call it Window Brite Cleaning Services. Since the methods of getting customers’ windows clean are generally the same, the well-branded company should have a distinguishing name and graphic look that really stands out.
Create a graphic look (logo) with the company’s name and perhaps add an industry-friendly icon or symbol, for example, a symbol of a sparkling window. You might also add a tag line, something like Two-way brilliance!
Use distinctive colors for your logo. Great brands use color to enhance the emotional tie between product and consumer - think Pabst Blue Ribbon, John Deere tractors, IBM blue, UPS brown and Apple computers. Add the tagline at the top or bottom of your graphic. You now have a logo and slogan, but that’s only the beginning of your branding efforts. Next, you might want to create a catchy jingle tag that captures the virtues of the company: Window Brite is Outta Sight.
It’s now time to position your brand above your competitors, and you can do this in classic advertisements - in print or broadcast media - plus on a Web site dedicated to your company.
Consumers are often emotionally tied to their favorite brands, and they get that way by listening and responding to the advertising messages that create that culture. Most of us are influenced by cool packaging, a top-notch TV commercial, a sweet-smelling formula or a clever jingle.
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