‘Branding and image should never be an afterthought’
When launching any new business one of the most important things to think about is how you want to be perceived by the outside world. Consider what image you want your new venture to project, not just for the first couple of months or years but in the long term.
Rebranding is not something you want to be continuously doing once your business is up and running, so it is worth spending time and energy on this in the early stages. People often take things at face value, so image is hugely important. Things like your logo, website, premises and location are all part of the message you are sending to potential clients and customers. Any startup company with serious ambitions for the future should be sending out a statement that tells the marketplace a high-quality new business has arrived on the scene.
When I started my recruitment firm Alexander Mann, I knew I needed to present my business in a certain way if I wanted to be seen as a serious contender in the market place. I needed an office in a prestigious location if I was going to attract the right kind of clients. The only space I could afford was a former broom cupboard in Pall Mall, with no window, but it I meant I had the right Mayfair address to make my business appear established and successful. I had to hold meetings away from the office but my address helped build customer confidence and attract new business.
The brand image you will need to project will depend on the type of business you are launching and where you want to position yourself in the marketplace. A local family-friendly coffee shop, for example, is going to appeal to a very different market than a high-end restaurant. If you were launching a small local cafe, it would need to feel welcoming and comfortable with a community vibe – perhaps selling produce from local suppliers and advertising activities in the local area. If you are hoping to attract families, a high-spec finish may alienate customers as it wouldn’t feel particularly child-friendly, whereas a high-end restaurant is more likely to need an exclusive feel with a slicker finish. If customers are coming for a special occasion they want to feel like they are experiencing luxury and something different to the norm.
It is important to remember that you and your employees are representing your company’s brand every time you interact with customers or stakeholders. People buy people and you are your business’s best ambassadors, and should encompass your company’s brand and vision.
Start Up Loans recipient Nicola Kelly owns The Willow Tree Home Boutique in Warrington which sells upcycled vintage furniture and quirky homewares. Before launching Nicola spent time thinking about where to position her business in the marketplace and the image she wanted to project. It was vital the shop’s name and premises reflected her vision for the business.
The shop is decorated to showcase the products and is in a location that appeals to her customers. Locals know they can drop in to see what is on offer and even bring in their own pieces to be renovated. One recent passerby even dropped in to let Nicola know how lovely the shop smelt from the street. Nicola is selling a lifestyle and the brand’s image has helped her connect with her customers.
Branding and image should never be an afterthought – before you are ready to launch any venture spend time thinking about your company’s vision, think about how you want to be seen by the outside world. The image you project will have an impact on all aspects of your business, everything from premises to the clientele you appeal to. If you don’t have a clear brand identity potential customers will be confused about what you offer. You can build a valuable brand by branding what is great and different about your business.
Culled from The Guardian London