Brand Yourself
Posted in Business, on December 3rd, 2009 by Carlos.
Perhaps one of the most important ways to create a recognizable business is to brand yourself. Not only does it make you more memorable and recognizable to both existing and potential clients, it also adds an extra level of professionalism. It also gives clients an added peace of mind that they know they are trusting someone who understands the value of a brand.
I’m not saying that you need to go out and create a catchy and exciting company name (after all, I copped out to a certain extent and named my company after myself!), but there’s value in creating an image that you want to portray to your clientele. Decide on what strengths you have and that you want to communicate as you develop your brand. By no means is it an easy task, as I’m sure you’ll agree creating something for oneself is often a hundred times more difficult than doing it for someone else. Whatever direction you take, try to maintain consistency throughout your various customer facing contact points and stick to it – your website, your email address, your business cards, twitter account, etc. should convey the same image and message. Even your business chequing account is worth branding (if you operate under a business name) – it gives your clients some reassurance that you’re a legitimate business.
To draw on an example from my own company brand (Pérez Design + Communications Inc.), I decided to include the accent in Pérez in my company logo as I thought it would add interest and edginess to the overall design. Although technically correct in Spanish, I normally do not use the accent in my day to day life. However, it didn’t make much sense to have it in my logo, but then not use it everywhere else in company communications. As a result, I started to use it in my email signature, my “from” field in emails, and anywhere else my name shows up. Through this consistency I was hoping to build a stronger brand. As a result, I’ve started to use the accent on its own as a design element – something I can get away with as it is constantly reinforced when people see my logo, read my emails or visit my site.
Perhaps just as important as branding yourself is reinventing yourself. As you and your business evolve, your brand should evolve with it. Do you want to take a more corporate tone, or a more personal tone? Are you focusing more on traditional print media, or online? There are many questions that will be unanswered when you are first starting out, so leave yourself and your brand room to grow and evolve.
If clients recognize the strength of your brand, they will be more willing to trust you with their brands.
What has been your own experience? Is this a necessary exercise or is it just added work that there is no time for in the busy life of a self-employed business person? Leave your comments!
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