When you’re getting your small business off the ground, it’s important to make sure you’ve put into place the key pieces that can help your company stand out and attract customers. While there are many different ways a brand can stand, there are six essential things that every business should have in order to achieve success in their space.
1. Memorable name
One of the most important things that a business owner can do is come up with a name for their company. After all, the two things you want customers to remember most about you is your company’s name and how awesome your products or services are, so they can pass that info on to other potential customers.
Make sure to pick a name that isn’t just memorable, it’s also easy for customers to spell and search for. There is no bigger brand mistake than making it impossible for your customers to find you online because you’ve spelled your company name in a way that isn’t intuitive and phonetic. The last thing you want to be doing is spending time telling your customers how to say and spell the company name.
Also, make sure to do some web research prior to picking a name. Are there other companies or sites out there that have the same name? Is there content online related to that name that you wouldn’t want your potential customers to accidentally affiliate or associate with your brand? Are there solid domain names and social media handles associated with your name that are still available? These are all questions you’ll want to answer before you decide what to call your company.
2. Strong logo
Once you’ve got a solid name in place, the next thing you’ll want to focus on is your company logo. This is something I strongly suggest that business owners invest in because unless you’re a trained designer, you’re just going to end up having to pay someone down the line to rework your logo anyways.
Invest upfront to establish a logo that you love and that resonates with potential customers. There are so many great designers and low-cost ways to get a logo today through sites like Fiverr and 99 designs, so take the time and spend the money at the start and you won’t have to spend energy rebranding when you should be focusing on growing your business.
3. Clear target audience
When formulating the vision for your company’s branding, it’s important that you filter your ideas through the lens of your target market. After all, everything you build and do in your company should be done and designed in a manner to attract the types of people you aim to serve. So who is that audience? You can figure it out by asking yourself questions like:
Who benefits most from our products or services?
What is the need or pain point that drives someone to seek out a company like ours?
What events or experiences make customers move forward with a purchasing decision?
Where would customers go to search for or seek out our products?
What type of person is most likely to recommend us to other potential customers?
These are just a few of the types of questions you can dig into to explore and understand the type of people you aim to attract. Once you have a clear idea of who you’re after, you can amplify your ability to connect with the customers you want through your company’s marketing.