Marketing and branding is often overlooked by companies, as businesses tend to focus on the logistics of keeping a company running. However, branding is also incredibly important to a company’s client outreach and overall success. Simply put, branding elevates and differentiates your company’s products or services. With that said, having a strong, clear and concise brand image is important to generating leads and a better return on investment for your company.

Define your Company
What is your company’s mission statement? What are your company goals? How would you define your company culture? The first step in your branding strategy is to define your company. Know your company goals, culture, target market, company mission and the values your services bring to your clients. Keep this simple and easy for everyone on your team to digest.

After you have defined your company, how do you differentiate your company from the rest of the market? What does your company have that your competitors are lacking? Find aspects of your company that can be used to make your services stand out from competitors in your market. Your company, more likely than not, provides the same services as the next, but no company is the same.

Brand Name
This may seem obvious; however, establishing a strong brand name is relevant when creating a company brand. Remember that your brand name appears everywhere and how clients are going to be referring to you by. Therefore, your company name should reflect who you are as a company and what services you provide.

Strong, Cohesive Design
Once you have established a strong brand name, defined your company and identified what differentiates your company from your competitors, create a logo that is a visual representation of your brand story. Your company website and social media platforms should all have strong cohesive designs that bring together the elements of your company. Logos and the overall look and feel of your company is a quick way for potential clients to get an idea for who you are as a company.

Establish Brand Equity
Once you have defined your company, established what makes your company different from your competitors, establish brand equity. Brand equity is when clients recognize your logo and/or your company name and associates it with your services and characteristics of your company. Brand equity is built over time and involves providing valuable services, projecting valuable content to your target audience and staying consistent with your strong brand image in order to establish a return on investment for your company.

Five Key Takeaways:S.J.Hemley Marketing

  1. Define your company’s mission and goals
  2. Identify what stands out about your company to differentiate your business from competitors
  3. Create a strong brand name that reflects the characteristics of your company
  4. Stay consistent with your logo and overall design
  5. Through staying consistent and creating a cohesive design, build brand equity

About S.J.Hemley Marketing
S.J.Hemley Marketing is a marketing and sales consulting firm focused on driving tangible results for professional services firms. Brand matters, but not without ROI. With over 20 years of sales and marketing experience within staffing and recruiting, we have helped to drive successful branding, sales training, lead generation activities as well as defining marketing strategy for top organizations.