January 3, 2013

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3. Using Social Media as a Branding Tool

Today, forward-thinking businesses depend upon social media, and the inception of your brand will too. Build your company blog, Facebook, and Twitter accounts with a distinct and consistent look. Adopt interesting themes and marketing strategies that will keep customers coming back and sharing your content.

Most importantly, don’t employ the “hard sell” on social networking sites. Social media is about disseminating your company identity to educate, build loyalty and recognition.

Social networks also offer an invaluable tool for informal customer research to learn more about your customers purchase habits and decision making.

4. Don’t Forget the Legal Implications of Branding

Once you have developed your company and brand – protect your intellectual property (IP).  Hire an IP lawyer and get it done correctly to avoid litigation and complications in the future.

Also, be cognizant of the distinction between a word mark and a logo mark. One only protects the image of your logo––not your business’ name. Unless you happen to be Nike or Pepsi, you probably don’t need a logo mark. Another thing to keep in mind is that generic phrases can get you into legal trouble. You can’t name your brand ‘Chocolate Bar’ or ‘Pretzel Crisp,’ for example.

The important thing to keep in mind is that branding does not happen overnight or by accident.

Great branding is about crafting an image that will be engrained in the minds of consumers. Your brand image should represent your strengths in every way, and evoke specific brand characteristics and equity — because it will eventually come to define you. The process of creating a brand is a challenge, but it is also one of the most exciting times for new businesses.

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Photo: Massimo Dutti

Olivia is a digital coordinator for PrinterInks; a leading, UK-based suppliers of printer cartridges. In her spare time, she enjoys constrained writing literature, taking pictures on her medium format camera and growing vegetables.

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