Branding covers all aspects of your company's public face. It is about a consistent look and feel across web, print, packaging, office etc. It is about consistency of service level and customer care. It might be your product or service which wins your customers but it's your Brand which keeps them loyal. These are the key components of good branding:
Your logo. Your logo is probably the most memorable part of your brand and needs to create immediate recognition in the minds of your customers. The trick with logos is not to get too hung up on the design. It is not the job of your logo to communicate the nature of your business. It is enough to ensure that it is different from your competitors, appropriate to your industry and appealling to your customers. Your time is better spent focussing on other aspects of branding;
Your sales process and how you handle new and existing customers is a crucial part of how your brand is perceived. Deliver what your customers need but try to be in control of your brand and the direction it is taking
Extend your brand across all your media in a consistent way. Consistency will build recognition in the minds of your customers. If you get this right you can even remove the logo completely and still be recognised. Is there anyone out there who couldn't say what the empty bottle on the left contained? And it's not even in colour.
Understanding your customer is a vital part of branding, once you understand their expectations and needs then you can create a brand which is tailormade to your customer. A great example of this is fashion retailer FatFace. Their brand reflects a lifestyle which appeals to their customers and their branding is consistent from the labels to the store dressing. Branding is a huge subject but it is something every business' of every size should understand.
