5 tips for effective branding

Without discipline, your plan to take over the world will quickly succumb to inconsistency and confusion. Here are some tough love branding tips to get you started.

2. Image is everything.

Make sure you present your business image as professionally as you can, potential customers will base opinions on what they see. So get your logo, business cards, flyers, website and other marketing material professionally designed. It makes a big difference.

Everyone has a small budget when they are starting out. Think carefully about where you cut back and where you invest. Customers can tell when you have compromised on budget in your branding, they will assume your service is a direct reflection on that.

3. What is your elevator pitch?

You are in an elevator and someone asks what your business does. You have just 2 minutes to arouse their interest... Don't just state the obvious. Wrap up your mission statement in a way that highlights your unique selling point. Watch our elevator pitch.

4. Appoint a gatekeeper.

Use them at the brand exit (not the entry). Endow your gatekeeper with the authority of brand veto. Task them with checking every outgoing brand expression - printed material, website, uniforms, emails, newsletters, correspondence, advertising - to ensure ongoing integrity with your style guide. Let the power go to their head because the more demanding they are, the stronger your brand will be.

5. Execute a brand audit.

Piece-by-piece expose all your marketing and communications collateral to a no-holds-barred brand audit.

The usual suspects like business stationery and signage fall into line easily, so make an effort to focus on inconspicuous offenders like order forms, receipts, memos and social media. Be ruthless. If it’s not up to scratch, scrap it. Any straggling, non-conforming relics will only diminish the influence of your fresh image.