A strong, identifiable brand is an invaluable asset to any company. Many businesses can reap major rewards by building a brand image that accurately reflects the strength of the company. And in today’s business world, branding is necessary for businesses looking for longevity and growth.
So, what do small businesses need to know about branding in the business world? Branding might seem like just another marketing buzzword, but it is a simple, yet powerful tool. A brand is essentially an image that communicates important messages about the value of your company to the public. A logo can provide an easily recognizable image of your brand, but that logo—and everything you put it on—needs to send a consistent message. Consistency is the key to effective branding for longevity because it creates memories through repetition, and those memories can have a positive impact on the loyalty of your customer base.
Your brand should accurately reflect your business and the traits that set you apart. You need first to identify your message and develop a strategic plan for communicating it. Your logo is just a start. Develop your company’s “voice” and ensure it is used consistently in all written communications. This includes your website, any promotional materials, email marketing campaigns, ads, and social media posts. Just like your logo, all communications with prospective clients should be consistent across all channels. Consider taglines, tunes, and avatars. Your brand can communicate anything you want. But, by default, it can also communicate things you don’t want. A well planned brand strategy will ensure you are sending the right message across the right channels. A consistent and effective brand creates loyal followers, and those followers can help your business withstand the test of trends and time.
You should also be mindful of the messages that are going out with your brand image on them. Social media posts from the company beach party (especially here in Florida) need to present the company’s image in the correct light. Some brands use irreverent messaging to build their identity. If this type of image suits you – embrace it! But, know that it might completely backfire on you.
If you have a consistent message and express it effectively through a diverse marketing strategy, you’re off to a good start to building lasting brand equity. A strong brand image can add value to your business, your products, or services.
Brand equity has immense value, especially to your competitors. Thus, no brand strategy is worth the effort unless you take steps to protect it. Components of your brand—such as your logo and brand voice—need protection. As a piece of intellectual property, your brand is an asset that, if compromised, can negatively affect your business’s future.
To keep your brand is protected, you need to start by ensuring your brand does not violate any other company’s intellectual property protections. Run a trademark search and check state registration databases. Be aware that trademark searching needs to be done across different industries and methods of use. Searching can sometimes seem as if you’re searching for the proverbial needle within the haystack, except with trademarks, there may be multiple haystacks! And, if you are taking your brand international, you might also have to ensure that your brand choice does not violate any international marks.
Building a brand is an investment of both time and money, so you don’t want to have to start over and risk confusing or losing your followers. Part of this step is making sure your brand is clearly distinct from that of your competitors. The likelihood of confusion is the legal standard by which your brand will be held, so make sure your brand is clearly original.
Next, file for a copyright of your brand image. It’s easy and affordable to file a copyright with the U.S. Copyright Office, but specificity is the key here. A copyright prohibits copying a piece of writing, a software code, a design, or similar assets. Certain companies should consider patents too, so always consult with a lawyer for guidance on protecting your brand.
When it comes to branding, it is wise to protect the valuable image your business has created. Work with a lawyer to ensure your brand and all your intellectual property is protected. If you want to protect the brand you build, begin by sitting down with us. As your Creative Business Lawyer®, we can help you protect your brand and all your intellectual property. We can also help you put valuable legal and financial protections in place to ensure your company is protected, so you can focus on growth, potential, and all the reasons why you love doing business.
This article is a service of A. J. Yolofsky, Creative Business Lawyer®. We offer a complete spectrum of legal services for businesses and can help you make the wisest choices on how to deal with your business throughout life and in the event of your death. We also offer a LIFT Start-Up Session™ or a LIFT Audit for an ongoing business, which includes a review of all the legal, insurance, financial, and tax systems you need for your business. Call us today to schedule.