How to Brand a Company?

Entrepreneurs usually overlook the significance of a Brand in the development of their company or business. A brand is what connects your customers to the business and does not restrict itself to a logo or name.

A powerful branding strategy will not only boost your company’s performance in the competitive market but will also provide an edge over others.

This article revolves around the essential aspects of a brand and how it helps any business to achieve success or bring in more customers.

Now,

Confused about marketing your Company as a Brand?

We will help you understand the concept and what contributes to developing an effective branding strategy.

But firstly, you need to know

Why companies brand themselves?

According to the Nielson’s Global New Product Innovation Survey, approximately 60% of the people prefer brands which are familiar to them.

So you can now see how important a brand is to any business.

Let’s get down to the concept.

What is Branding?

Branding is an ongoing process which shows you how well a customer relates to the brand, recognizes it and trusts your business.

Well, you cannot build a brand within a fortnight.

There are several marketing strategies and plans which contribute to successful branding and focus on establishing a long-term relationship with its customers.

For example –

Coca-Cola is a brand name for Coca-Cola Company which launched ‘Share a Coke’ campaign to celebrate the memories and experiences people share with the drink.

Such campaigns form a part of any company’s branding process and help to increase their brand’s visibility, sales, customers and gain profits.

A rather smart move!

As an entrepreneur, you need to bring out distinct ideas to connect with your potential customers and acknowledge their acceptance of the brand.

Let’s get started with these simple pointers which will help you Define you Brand.

• Be distinct and innovative. Do not copy the ideas of any other company or business.
• Identify your potential customers or buyers. Be specific with your plans and what you wish to offer to them.
• Use Social Media as a marketing tool for your business. Promote and market your brand to increase its visibility in the market.
• Research within the market to know what has worked well for your competitors.

Integrate your brand into different aspects of your company like packaging, advertisement, portfolio, etc.

How is a Company Different from a Brand?

In simple terms,

A company is a registered business organization which is formed through the association of different people to share profits or losses, enjoy limited liability or several tax benefits.

For example –

Gillette is a brand name registered for the Company Procter and Gamble.

A company name is used to run the entire business and must not be confused with a brand name.

Create your Brand

A brand contributes to the success of a business by bringing in more profits, sales, and customers.

Thus, it becomes critical for companies to invest more time and efforts in building a great brand which is easily recognizable by their customers.

Thinking of how to create an effective brand?

Focus on these parameters –

• Go for a distinct logo keeping in mind the color combination and placement of the fonts.

Well, you can also choose a name, device, word or a symbol as a brand name for your company.

• Develop a relatable tagline for your products or services.
• Design templates for the marketing campaigns to maintain consistency as a brand identity.
• Form a brand voice which focuses on your company’s vision, beliefs, and policies. Keep the vision of your company as simple and clear as possible.

For example –

Nestle is one of the largest food and beverage company which markets its products with a tagline:

‘Good Food, Good Life.’

And,

Brand Voice: Aim to enhance the quality of life and contribute to a healthy future.

Protect your Brand: The Legal Way

Working so hard on creating and marketing your brand might concern you of its security.

Worry not!

You can always protect your brand by registering it as a Trademark for your Company.

Under Section 28, of the Trademarks Act, 1999 –

• The proprietor gets exclusive rights to use the mark about the goods or services which he/she wishes to sell under that particular mark.
• The person can also exercise his/her rights to obtain relief in case of infringement.
•  When two individuals have the same trademark registered under the Act, neither of the party can claim for exclusive rights over the other.

These benefits allow the registered proprietors to use the mark for commercial purposes and to generate profits.

Investing in your brand provides stability to the company and is definitely worth the time and money.