The importance of branding for your business

Give your brand a voice by blogging

Ask 10 people for a definition of branding and chances are you’ll get 10 different answers. Maybe that’s why many business owners slide that aspect of their enterprise to the back burner.

But branding is an excellent way to improve your business by creating recognition and loyalty and setting yourself apart from your competitors. Fortunately, it’s never too late to establish your brand and give it a voice.

Your brand: what it is and what it isn’t

Let’s start with what it isn’t. Your brand is not just a brightly coloured logo. It’s not your tagline, name or website. Much of the time, your brand isn’t even what you say it is.

Your brand is your company’s identity. Like your own personal reputation, it’s what people think of when they think about your business and the service you provide. It’s the impression you make.

So, when you look at it that way, you already have a brand.

Don’t you think it’s time that you took control of it?

How to create (or recreate) your brand

Think about the impression you want to make. What do you stand for? What are your unique selling properties? Who is your audience? What do you want people to equate you with?

Take RP Copywriting, for example. Some of the things that come to mind when I think of our brand include integrity, authenticity, professionalism with a hint of irreverence, a champion of small business, and skill. And when I look at our webpage, content, newsletters, etc., I can honestly say that I think most of these attributes come through.

Now think about descriptors for your business. Is what you want people to see actually being seen? Is your brand clearly exemplified through your actions and communications?

Take steps to manage it. Look at all aspects of your business that impact your audience. From answering the phone to designing your webpage to writing emails, give the impression you want people to see.

If promptness and professionalism are your big selling features, don’t be slow to respond to emails and phone calls. If you’re an event planner, make sure your web copy comes off as snappy, not nappy. Proud to be local? Put a pic of the Comox Glacier on your homepage.

Be consistent. Apply your new attitude to all aspects of your business all the time. (And don’t forget to communicate that expectation with your co-workers or employees.)

Now, give your brand a voice by blogging

Blogging is an excellent way to build an identity and maintain awareness of it. A blog instantly puts information out there that reinforces ideals you promote and support.

It’s one thing to say that your brand stands for family values. But if you blog regularly about topics reflecting those values, and those articles are shared across social media and with your subscriber list, you cement your reputation as a firm that supports such principles.

Blogging lets you show the authentic voice behind your logo or website.

Want to look like an expert in your field? Write articles that focus on the latest research or provide analysis of specific benefits of your products. Even by sharing related videos and tutorials from others in your industry you show that your authority on the topic is credible.

Come up with a brand voice and use it. If, like ours, your business brand is authentic, passionate and occasionally irreverent, make sure it shines through in all your content. Be honest and direct, use strong verbs and stay positive, and don’t forget to show your playful side, too.

These days, people have more choices but less time. Branding makes it easier for them to think of you. Branding will increase and improve people’s perceptions of you. Not only that, when it comes time to retire and sell your business, the more established its brand, the more money you can get for it!

Not sure if your brand voice is coming through? We can help you get the right message across. Visit rpcopywriting.com to find out about our blogging services. And make sure to check out our blog for tips on writing and content marketing.