As a business owner, the brand you build will set the tone for much of your marketing activity and ultimately, can make or break your business’s success. Between the branding parades of product launches and the battlegrounds of exhibitions, it’s important you attract the attention of visitors to leave a lasting and loyalty-earning impression. With business branding becoming an increasingly vital part of the marketing mix, it can be hard to stand out in the crowd - especially if your competitors have bigger budgets than you. In today’s article, we’ll be taking you through a number of top business branding design tips, so you can lead your business to success.
Champion consistency across the board
Consistency is at the root of powerful business branding, and projecting a persistent message both physically and digitally is an essential element of any successful event. Whether it’s a one-off event or an annual exhibition, you need to define the core format of your business branding before you present it to the world. The first step is to know who you are and where you want to be, from there you can decide how your branding will reflect this. Is your customer base youthful, vibrant and playful? Or are your services aimed at an entirely more serious audience? Understand who it is that will come across your brand and what you’ll offer them, and lay the foundations with the branding basics - colour, logo, font, tagline and other core messaging.
Once you’ve locked down the experiential essentials you can consider how to work them across the board. Take inspiration from the bigger brands and how they utilise a consistent brand message at events and replicate their success by implementing the techniques they use into your own designs.
Invest in the right tools to get your message across
Preparation before an event is key to executing impactful business branding, so ensuring you have the right tools to make the event a success should be at the forefront of your agenda. From branded dump bins for events to eye-catching exhibition stands, stocking up on essential marketing materials will put you on the road to event success. Offering freebies is also a popular way to spread your message and can be relatively cheap if you buy in bulk. Whether you're dishing out customised pens or logo-adorned goodie bags, giving attendees something branded to take away will ensure your name stays at the forefront of their mind long after the event is over.
Be unique in your approach
While it might be true that bigger businesses have bigger budgets to invest in their branding, it doesn’t mean you can’t stand out from the crowd by offering a unique message to your audience. To take the edge, you need to offer something that others in your industry don’t. From an eco-friendly commitment embedded in your messaging to an engaging and catchy tagline, creating powerful business branding doesn’t have to stem from extensive resource.
While uniqueness can certainly stir up interest in your brand, it’s worth doing a little research surrounding your competitors - as there are core rules that well-performing brands will be adopting in their imagery. Things like a sparse colour palette (1 or 2 colours), a simple logo and short but catchy tagline have all proven successful when put into practice.
Take your business branding online
A physical branding presence is important, particularly at events, but today’s digital age means that businesses must adopt a multi-channel approach to their branding efforts. Taking your brand into the digital space doesn’t have to be difficult - you can simply utilise the same approach as you would in your tangible materials to keep it consistent and clear. Social media is a great space for engaging with your most loyal customers, so make sure you think about how you’d like your company to come across in your social efforts.
Siobhan Scott is Marketing Executive at shop4pop.com. With over 40 years’ experience creating and producing full event and retail campaigns for large national clients in a variety of industries, they’ve been able to transfer their expertise from Simpson Group to the new web-to-print website.