These days, most people recognize the importance of branding as part of both a personal and professional strategy. Many businesses provide branding support to clients but sometimes forget to give their own brand the required time and attention it deserves.
Solidifying and fostering a strong business brand is a key component to business success.
According to the Small Business Encyclopedia on Entrepreneur.com, branding is defined as “The marketing practice of creating a name, symbol, or design that identifies and differentiates a product from other products. Simply put…your brand is your promise to your customer.”
So how can you achieve a solid business brand that communicates value and promise?
Start by developing a branding strategy which includes the “how, what, where, when, and to whom you plan on communicating and delivering on your brand messages”.
Here are 5 steps to help you build a business branding strategy:
- Nail down a mission or vision statement that summarizes the unique focus and value of your business. Again, what is your promise to your clients? Clarifying offerings will help services better connect to, and resonate, with a target audience. A mission statement can also help illuminate expectations: i.e. what you do or do not do.
- Identify ‘right-fit’ clients. Knowing who your target audience is will help better refine branding messages, aligning services and offerings with select personal requirements. For example, are you looking to provide job search support to new career professionals? This offering would be a great fit for new graduates, so perhaps post-secondary students are your right-fit clients.
- Compile strong and succinct messages. Messages roll your brand and promise into value statements that can be shared across a variety of platforms. Many businesses use memorable taglines, like Nike’s “Just Do It” or Skittles “Taste the Rainbow”. Other companies use consistent brand messages such as Folgers: “The best part of waking up is Folgers in your cup”. Aim to compile similar, succinct messages or a tagline to represent your services or products.
- Research where your target audience ‘hangs-out’ or is likely to see your messages. Again, if you want to connect with new graduates then building a presence at colleges or universities makes sense. Identify what medians are available to share your messages at select locations. Today, most people use social media and the internet to research products/services so a strong online presence is important for branding purposes. Find out which platforms most relate to your audience and get visible there.
- Get your messages in front of your audience. Once your brand has been clarified; your right-fit client identified; and your memorable branding messages compiled…it’s time to get your messages distributed. Websites, social media accounts, blog posts, networking efforts, emails, newsletters, association directories, etc. are all opportunities to share brand messages and your unique ‘customer promise’.
Two final thoughts to help support branding success.
The foundation of many brands is a company logo. Spend appropriate time developing a clear and memorable image to support your brand. Consider the colors and images you want to represent your business. Stemming from this will be a website and all promotional materials which will incorporate this logo.
Finally, consistency is extremely important to brand success. Consistent messaging and promotional efforts not only ensure your brand remains clear and identifiable, but also ensures your audience is kept engaged. Make time each year to re-evaluate your business brand strategy and strengthen any of the above steps to help keep your brand strong and respected!
Need help developing a brand strategy? We can help! In addition to brand planning we offer logo creation, new business support, and website development for small businesses and independent practitioners. Reach out to us at: firstname.lastname@example.org to learn more!
CAREERPRO 2016 VIRTUAL CAREER DEVELOPMENT CONFERENCE
We are warmly inviting you to join us and other Career Professionals from across Canada and beyond to this year’s CAREERPRO 2016 Virtual Conference which takes place November 7– 11, 2016.
You do not need to be a member of Career Professionals of Canada to join this event. It is a virtual conference that is open to all Career Professionals from across North America. Whether you are a resume writer, interview coach, job search coach, or recruiter, there is a topic of interest for everyone.
It is an excellent opportunity to gain professional development experience and network with other professionals. Some are self-employed practitioners, others work for colleges and universities, non-for-profits, and still, other attendees are in government career development services.
Become the voice in the industry. Learn how to become a myth-buster and trendsetter in today’s careers industry.
Best part – because we are personally inviting you and your colleagues to attend we will provide you with a SPECIAL SUPPORTER CODE so that you can receive a discount on the registration fee! Email us at email@example.com to receive your special supporter code.
Some of the topics of discussion at the upcoming conference include:
Working Through Client Barriers and Limitations
Creating Effective Client Action Plans
Tips & Tricks for Ensuring Business Success
Staying Current with Resume Design Trends (presented by our co-founder, Skye Berry-Burke)
Labour Market Trends
Client Stories and Narrative Assessments
Career Coaching by teaching clients to identify and research challenges to solve
Career Development and Public Policy
Helping “Third Age” job seekers maximize their efforts
And so much more….
Over five days, you’ll participate in many content-rich presentations, forum discussions, and facilitated chats in a collaborative online format. You can attend whenever your schedule best permits. During your lunch hour; in the evenings; as a group in a conference room!
The conference features a keynote presentation from Lisa Taylor of Challenge Factory entitled “Career Truth and Dare: The Role for Career Professionals in Today’s Freelance Economy.” Listen to her discussion as she leads us through some of today’s leading workforce trends and challenges us to re-examine outdated career thinking.
Self-employed? Learn the 6 ingredient recipe to ensure business success as Lotte Struwing discusses being the CEO of your business as you learn how to define success in your own terms.
Help clients with resume writing? Listen to our co-founder, Skye Berry-Burke, as she examines how to go beyond the ATS resume to create a networking/marketing resume.
Provide career coaching as part of your service? Let JP Michel and Mark Franklin walk you through creative strategies to help ensure client success.
Work with military clients? Help military members, and their spouses, transition to civilian careers as you listen to Maureen McCann discuss going from the battlefield to the boardroom. Work through client barriers and limitations after listening to Lee-Anne Geseron as she walks you through how to create effective client action plans.
Need to gain an international perspective? Watch a presentation by Valérie Roy as she shares the role of emerging technologies on career development and public policy from a global perspective.
Because this is a virtual conference, your only investment is the registration fee itself – no need to pay for travel, accommodation, meals or new clothes. This will be a wonderful opportunity for us to connect, collaborate, and co-create!
Whether you are in sunny and warm Florida, or snuggled under a warm blanket in Northern Ontario, this is a professional development opportunity you do not want to miss.
To learn more about the program and register, visit http://careerproconference.ca/.
Don’t forget – email us at firstname.lastname@example.org to receive your special supporter discount code.
Space is limited, so register now to confirm your spot.
We look forward to seeing you at this year’s CareerPro 2016 conference as we all learn how to become the myth-busters and trendsetters of the careers industry!
CareerPreneur Partners is a proud CareerPro conference event exhibitor.