To stand out from competitors a successful business needs to have a unique brand. But it’s important to remember that your brand is more than just a name and a logo, you need your brand to tell your unique story. You want your customer and target audience to connect with you and your business so it’s essential your brand communicates your key message.

Your Story
You need to communicate your brand to your customers and a great way to do this is by giving them the low-down on your business values, qualities, products and services. You are aiming to capture the essence of your business and create a connection between you and your customers.

Use a Consistent Tone

• In order to stand out from your competitors and become recognisable to your audience you need to make sure you use a consistent voice through all your marketing channels including social media, blogs and any print marketing. Make sure you don’t lose sight of your brand message and always stay true to your values- your customers are more likely to remain loyal to your business if your business remains loyal to your brand values.
  

Your ‘Why’
When you tell your story make sure you tell your audience what it was that inspired you to start your business and what you were trying to achieve. Again, this will help to build trust with your audience and make them see that your business is about more than just sales and profit- building your brand!
 
Make sure you tell your employees about your ‘story’, this will ensure you are all sending the same message to your clients and reinforce your brand identity. Telling your story and connecting with your customers will help build strong relationships and brand loyalty.
 
Your Visual Brand and Logo
Your visual brand needs to be on all your branding material both online and any printed materials such as stationary, business cards and any marketing materials. You should use colours that reflect your brand and the design of all your branding needs to clearly show your tone and voice. This is where you should consider using a graphic designer to help you create a logo that encompasses your identity.
 
Even if your business is fully established, it's important to review how your branding reflects your identity- is it giving the right message? Does it give a clear message about what you and your business are trying to achieve?
 
It’s a good idea to make sure your brand is conveying your key messaging and communicating with your target audience. Business’s change and adapt to the economic climate so there is a good chance your message has changed if your business has been running for a number of years.
 
Take a look at Marketing Donuts invaluable ‘Building a Brand - checklist’.
Do you need help shaping your story? Contact us for a FREE Health Check!

If you find a good graphic designer who is qualified with lots of experience, they can be an invaluable asset to your business. Often knowledgeable about business, technology, trends, online tools and business processes.

They are usually multi-skilled individuals with expertise that cover many disciplines in design, marketing, advertising, digital design, web, print, SEO and photography.

1. Save time
Why struggle with ideas, creativity and technology if it isn’t your forte. Hiring a good graphic designer will save you lots of time. Lots of your time that you could spend on other areas of the business, the parts that you are good at. We all don’t like to admit defeat especially when we are close to a solution, but there comes a time… when there is limited time left to work on your business.

2. Save money
Saving time is saving money. If a graphic designer can do these jobs quicker, it’s a no brainer!

3. Consistency
This word is essentially OCD for designers! They know your brand inside out because they probably created it. Consistent design and messages means adhering to a strict set of, often unspoken rules in a small business. Visual communication that is the same everywhere you see it, across all platforms. THE most important first rule in branding.

4. Boost your brand
Good design is often underestimated in value. Good design has longevity it can be effective, clever, striking, make an impact, evoke an emotion and even tell a story. Great design stands you out from a crowd, from your competitors, makes you memorable and converts to sales.

5. Problem solving
Graphic designer’s objective and out-of-the-box thinking will benefit any business. A good graphic designer will ask lots of questions and help you understand what you need for your business. Graphic designers are hugely creative people. If you have a problem, they are sure to solve it in truly unique ways.

1. Know Why You Need a Website
It sounds like a ridiculous question but if you know the real reason why you need a website (other than… well its just silly not to have one these days!), this will help you get the most out of your online presence. You will find it easier to focus your attention and get the right website functionality for your business needs.

2. Portal to Drive Traffic
Your website or blog is your main portal for sharing information to social media not the other way around! In most marketing, the main aim is to drive traffic to your website where potential customers can find out what you do and how to buy your products and services. How you keep them there and get them to purchase it the next step…

3. Building & Maintaining Your Online Brand
Does everything you publish online reflect your current brand? Check now… is your logo consistent, does your social media match your website brand, does your email signature match your website design? When you see something out of place on someone else’s website what does this make you think? If you see a strange comment on someone’s business social media post, does it change your perception of that company?

4. Mobile Friendly or Responsive
A good website is one that is mobile friendly or has a responsive design (RWD). A mobile friendly or responsive website is one where the design fits the device you are viewing it on (you don’t have to zoom in and the navigation buttons are easy to click on).

5. Measure Your Success
There are many tools out there for measuring the success of your marketing from Facebook insights, Hootsuite Analytics to Google Analytics. If you put content out there it is good practice to measure your success, so you know you are delivering the right content at the right time.

Create a new talking point at your regular networking group. Instead of re-printing your old business cards, a new approach or fresh re-think might be just what your business needs.

Here are 5 tips to help you re-think your existing design:

1. The stock type, weight, orientation, shape, colour and overall quality and design will all leave an impression. Leave a lasting impression with a significant change to what you currently have.
2. Do something unusual if it fits with your business… die cutting and spot varnish are not techniques that you see too often now with the popularity of digital printing.
3. Less is more, try a minimalistic design with only functional information.
4. The concept or design idea is what will initially draw people in, start with your logo and strapline clearly visible and readable. A professional finish builds more credibility.
5. Multipurpose cards are a good way of promoting or inviting further conversation. Consider adding a discount voucher, a review, an appointment card or a map.

Tip: We all have our very own likes and dislikes and you know when you handle a great business card, analyse what they have and see how you can improve on this for your own business. How can you make your business card memorable?

Marketing
Googles focus has been on good, relevant and up-to-date content, this is set to continue making it even more important for you to find your voice through rich content including video, infographics, blogging and social media. Landing pages and email marketing might just be your route to funnelling catching customers them through your web.

Design
Pantone Greenery (15-0343) has been named the colour of the year for 2017, a refreshing and revitalising shade, according to Pantone, greenery is symbolic of new beginnings.

Images
Originality has always been key for fresh new designs. We may see more bespoke illustrations and design. The use of SVG’s (scalable vector graphics), this means simple flat designs with the use of a couple of vibrant colours to keep intrigue and originality in the forefront.

Websites
More brands are adopting a mobile first presence and bigger implementations of responsive design. Late last year Google revealed they were introducing Mobile-first indexing, stating “we will eventually primarily use the mobile version of a site’s content to rank pages from that site”. More on: Mobile-first indexing

Social Media
Video streaming with Facebook Live was a big hit last year, I think we will continue to see a rise in video content with in-app add-ons and features that make it much easier to create this type of content. More apps and app features that reiterate Mobile-first, and paid content growing in popularity to ensure users see your content and the growing of your followers.

My predictions for 2017…
In an information and technology rich world… keep things simple, less complicated design structures and no more video backgrounds (I don’t know about you but these make me nauseous!). Say what we need to say and communicate in fewer words with perhaps bigger bolder type. The colour blue has always dominated the web as a popular colour choice, it would be great to see more vibrant colour choices.

What do you think we will see that is new in 2017? Have you spotted any design, marketing or online trends already?