10 Simple Tips to Creating a Strong and Memorable Brand

Creative and dependable brands trigger positive emotional responses and make a product and service memorable. Think of your brand as the sum of all of the meaningful elements of your business and who you are at your core. There is a reason why you do what you do; your business is part of who you are, thus your brand is in large part a representation of you. A well-defined brand identity becomes the foundation for effective marketing. The visual and verbal elements of your brand will create a substantial impression in the minds of your clients and the public at large.

Tell a compelling story about you and your business. Your clients and potential clients want to know your story. Stories help you relate to your audience personally and intimately. Your story will develop over time as you and your business grow. So, what is your story? Why did you start your business? How does your story relate to how you can help your clients?

Maintain reliable product and service. This is so important. Your brand builds over time and over time you build a reputation. Your reputation depends upon the consistent value you provide through your products and services. Take special care to always be aware of how valuable your unique products and services are to your clients.

Be sure that your online and offline communications are user-friendly. Exceptional client-service is also another important element to the value of your brand. Your clients want to feel special; they want to feel that in that moment that they need you, you will be there when you say that you will. For example, a client sends you an email because they have a question. Your auto-responder expresses that you will get back to this client within 24 hours; be sure that you do. This is one of your brand promises that you make to your client, and you always want to keep your brand promises.

Creatively express your message. When you know who your ideal clients are, you know what they value; you know what they respond best to when they encounter effective marketing. Knowing this, it is easy (and fun) to brainstorm ideas and images that you can use to reach out to your ideal clients. Your brainstorming sessions will give you creative ideas, and your clients, no matter who they are, appreciate creative ideas.

Consistent use of your brand elements—logo, colors, graphics, photography, and typography. Consistency builds trust and loyalty. It expresses that you know who you are and who are your ideal clients. Be sure that whatever application you use when marketing your brand (whether it is an online or offline application), that you are consistent in the use of your brand elements.

Communicate often, directly and personally, and listen to the desires and needs of your clients. Again, your clients want to feel special when working with you. Depending on who your clients are, the more personalized time that you offer, the more valuable is your service. In addition, the more attentively you pay attention to the desires and needs of your clients, the more valuable you are and this value may be the single element that sets you apart from others who offer the same services.

Offer a total brand experience. The most successful brands are those that stimulate all 5 senses. People remember better when more of their senses are stimulated when interacting with a brand. For example, if you offer an online article, you may also want to offer an audio version of the article. Some people connect better when they hear information and a person’s voice. In addition, because you are also offering the text version of the article, they are able to keep it and refer back to it.

Clearly communicate your values. Mom always said, “Actions speak louder than words.” This is especially true for your brand communications. For example, it’s one thing to say that you value your clients, and it’s another thing to actually show them in a special way that you value them. I recently ordered a program on CD and when I received it, I found that it was wrapped in pretty tissue paper with a “thank you” card attached.

Compassionately communicate and value the work you do with your partners and vendors. Your clients are not the only individuals who relate and create a relationship with your brand. Anyone with whom you work make a connection with your brand and you want that connection to be a strong and healthy one. Your partners and vendors also bring value to your brand by providing you with quality services that help you to provide the best for your clients.

Offer unique solutions to fulfill your client’s needs. Often, price is not the deciding factor for those interested in your products and services; it is the unique value and results that they get from working with you or purchasing your products. Be sure that every communication clearly describes the unique value of the results that you intend for your clients. You may offer the same type of service as someone else, but it is how you deliver those results that will set you apart and attract more clients.

Known to her clients as creative, enthusiastic and passionate, Lisa Hromada, personal brand strategist, designer, and creator of Brand Essentials Home Study Program, specializes in brand communication and design for women entrepreneurs and small business owners. For more information about Lisa's products, programs, and services, visit http://www.lisahromada.com