Brand identity is much more than a company name and logo. While important, they are just part of your overall brand and aren’t the only things to consider. As a business owner, there are several elements you should be making the most of.
Your brand represents you, and you represent your brand. Recognising the importance of each element and ticking all of the boxes is key to a successful business.
It all matters, from how you represent your business online to how you do so in person. These brand elements define your business, how you do things and the quality of the service you offer.
And, when you get this right, you’ll not only attract new customers, but you’ll keep existing ones.
Consistent House Style
A house style covers everything about your business – from font, text size and spacing used digitally and in print and the tone of voice messages to how your company writes a number and date. Sticking to the house style will remove any confusion and create consistency.
“Referencing a brand style guide ensures that content distinguishes a brand from its competitors, and is cohesive.” (Source: Forbes)
A house style will keep your brand in check and separate you from competitors in your industry.
Business Cards
Business cards may be an old-school way of marketing your business, but it’s one that still works. There are several reasons why anyone wanting to promote their brand or business should always keep a few business cards with them. First of all, they’re accessible. You can pass them a business card no matter where you are or who you’re with.
“They remain the fastest and easiest way to share business contact info – period.” (Source: BM Magazine)
There’s no need for a signal or an internet connection to share your business details. Business cards tell people that you’re prepared and organised, which suggests your company is exactly that. They’re affordable and straightforward, and there’s a reason why they remain so important and relevant in marketing and business.
Corporate Literature/Stationery
Whether your corporate literature and stationery are digital or printed, you must get it right. So it’s worth investing time and money to create good quality designs and prints.
Business cards, invoices, letterheads or leaflets should include your logo, company name and contact details. Being concise, to the point and aesthetically pleasing, you’re more likely to impress and encourage someone to choose your business. In addition, with a consistent style throughout your corporate literature, you’ll showcase your brand identity, professionalism, and organisation. All of which can help to inspire confidence in your business.
When trading as a limited company, your letterhead must legally include the following:
- Full registered company name.
- Company registration number and place of registration.
- The registered address and, if different, the place of business address.
- Should you choose to include the names of directors, all directors must be named.
Clothing/Uniform/Branded Workwear 
Branded workwear is becoming increasingly popular, and it’s no surprise why. A personalised uniform has several benefits, including boosting business and brand awareness.
With employees displaying the company logo at all times while on the job, they’re advertising the business. With the logo, company name and contact number on their shirt or jacket, anyone who sees them also sees your business. So when customers walk into your store or office, or your employees arrive at a job, they’re instantly recognisable as a company member.
Not only that but having a uniform brings people together. Creating a sense of belonging within a group will make your employees feel more like a team and be better connected.
Punctuality/ETA Information
Is there anything worse than when you plan to meet someone and then they don’t turn up on time? What’s worse is when they don’t even get in touch to let you know they’re running late. For the majority of people, this is a huge bugbear. So, the same goes when it comes to a business. If you’ve set an appointment time for a client, ensure you honour it. If you can’t attend due to unforeseen circumstances, let them know.
“When you are punctual, your professional image appears polished and organised, rather than hurried and haphazard.” (Source: Corporate Class Inc)
Providing clients and customers with an estimated arrival time shows that you’re professional and honest. People are less likely to mind waiting if they know how long you will be.
Detailed Quotes
After you’ve given the customer an estimate, it’s time to provide them with a more accurate quote. Your quote is the fixed price the customer will pay for the work agreed upon. This should include labour costs, materials, waste removal, etc.
A detailed quote outlining each aspect of the work and the various costs will help the customer understand the work taking place. Not only does a quote cover you should any issues arise later on when it comes to the amount owed, but it relays to the customer your professionalism.
Portfolio/Reviews
Most people check out reviews before going forward with a purchase or hiring someone. And many people trust reviews just as much as personal recommendations. So, you’re missing a trick if you aren’t asking for reviews and showcasing them across your digital platforms.
“90% of people first check out online reviews before making a purchase” (Source: Planet Marketing)
Customers can see examples of your previous work through online reviews and portfolios and hear about other customers’ experiences with you and your business. You’re likely to get more business with plenty of good reviews than you would without them. Even bad reviews aren’t always a bad thing. Respond professionally, explaining the situation. By responding and recommending a resolution, people will have confidence in you and your business.
Memorability
One of the best things a business can do is make itself memorable. So how do you do this?
You could try using an attention-grabbing design. Choose a logo and tagline that stands out amongst the competition and keep that consistent across all your digital platforms and print material.
Be human. While you might post on social media from behind your company logo, remind people there’s still a human behind the account. Engage with people and get to know them – they could be your next customer.
Show off what you can do. Use different media to show existing and potential customers exactly what you can do and why you’re the best choice. Bland messages won’t help get this message across to people. Exciting and engaging content will.
