Style is not just something we display individually or through our homes. It also comes through in our businesses – with branding.

In recent years with the rise of ‘personal brands’, branding has become a bit of a hyped-up buzz word. Despite this, it’s an important aspect of your business and one you should always be mindful of.

A logo is not a brand

Don’t be confused; a logo and your style guide (business colours, font, etc) are a part of your brand, but that is not all it is. A brand is your whole identity as a business. It is how your customers recognise you, and how they know what to expect from your business. Think of it a little like your business personality! 

Branding isn’t just about business owners

For most of us, we won’t be the only ones working in our business. The people you employ and the culture you build within your team is a part of your brand. Additionally, how your staff interact with your customers, ie. customer service, also falls under branding.

Consistency is key

The most important aspect of branding is consistency. Not only so your business can be easily recognised at-a-glance (or a listen), but so your clients or customers have the same experience with your business each time they interact with you. This may be in-person, through traditional advertising or on social media.

Your business is an extension of you

Having strong branding in place not only gives you a framework to work within, but it also allows your personality to shine through your business. This may be through the ‘tone of voice’ you use in your written communication (do you have a positioning statement?), or the imagery and artwork you use for signage, social media and advertising. 

If you’d like to know more, check out ‘Branding: Basics for Business’ at business.qld.gov.au, which says a strong brand will help customers remember your business and feel greater confidence that your products or services will suit their needs. Customers tend to be loyal to a brand they trust.

Nikki Sorbello is the Vice President of the Bundaberg Chamber of Commerce, and Head of Marketing at Crush Communications. 


Network, collaborate and learn from other business owners by joining. www.bundabergchamber.com.au