Branding: Designing Your Brand for Long-Term Success

Branding: Designing Your Brand for Long-Term Success

100 2nd Ave N. | Minneapolis, MN 55401
(612) 341-4525

What represents you when you’re not in the room? What shows up before you do and stays long after in the minds of your prospects and customers?
Answer: Your brand.

Your brand name and identity are an extension of you and can be even more impactful than you, if you design them right. It all starts with your name, identity and visual language (the package). If you’ve designed it thoughtfully from the beginning three things should happen:

  1. You should be more memorable than your nearest competitor.
  2. You should be able to own a trademark on your name and visual language (identity).
  3. It should be designed to the same quality level as your offering.

If you or your team can't say an emphatic yes to any of the three above, then consider taking these steps:

  1. Conduct an audit on what your brand means to the audiences important to you. Just ask them five questions.
  2. Ask a professional what your name and visual language are communicating to your audiences.
  3. Determine if you own a US Trademark on your name and identity.
  4. Conduct an image search and see if your identity or logo looks like any others out there and if that is a trademark issue.
  5. Do you get comments from prospects or customers on the design of your presentation, website or package?
  6. Determine the last time you updated your design and if any other brands have updated since.
  7. Ask how much your business has changed relative to your identity or visual language. If you've changed but your visual language hasn't, how do customers know?

Your brand is one of your most valuable assets. If you’re leveraging it then you should have an advantage in the marketplace.  If you’ve let it shrivel up with a lack of attention, it will become a liability. This isn’t something you can see by just looking at it; you’re too close to the forest to see the trees.
Have frank conversations with others (clients, customers, prospects, professionals, partners, friends) who can give you a view from across the table. Listen honestly and you’ll gain a better perspective on whether your brand and visual language is helping you or preventing your business from achieving its greater potential.