Your company provides services for people, but your brand is how you set yourself apart from all the other contractors in your field. Everything from your logo to the colors you use on your website and the way you interact with customers helps to create your brand. Consider how you want your customers to perceive your company and make sure your brand reflects that image with the simple tips and guidelines below.
Logo – Your logo is likely the most well-known image people associate with your company and it sets the tone of your business. Is your logo simple and refined? Busy and loud? Bold, fun, boring? If in doubt, don’t be afraid to seek the opinions of friends, family, or those you work with to make sure your logo is presenting the impression you want.
Colors – Do the colors you use look good together? Are they sending the right message? Orange, red, blue, green…each color invokes different feelings in the people who view it. While the experience may change somewhat from person to person, overall, the general emotions will remain the same. For example, green often represents peace and growth. Red is exciting and bold. Blue is trustworthy and dependable. You can find the meaning of more colors by searching for a color psychology guide.
Fonts – The font(s) you use on your business cards, website, project estimates and other written communications helps give your brand personality and a more unique voice. Simple choices like how elaborate, simple or bold your fonts can make your brand more recognizable over time. Just remember to ensure that no matter which font you choose, it is easy to read.
Tone – The words and rhythm you write with should sound different than what a law firm, doctor’s office, or fitness center would use. Taking that a step forward, your tone should be unique even among your competitors.
Slogan – Every business doesn’t need a slogan, but if you do have one, it can become an important and recognizable part of your brand. If you choose a slogan, be sure to include it in your communications and website.
Employee-Customer Interaction – What do customers expect when they call your company? Is the person they talk to friendly and helpful? Efficient and professional? No-nonsense and to the point? While every person is different, setting guidelines for a consistent customer experience plays a large part in building your brand identity.
While each of these aspects of your business contributes to your brand, how they interact and support each other is just as important. Make sure each aspect of your business works together to create a consistent feel and a brand your customers will love.
Interested in learning how Foundation Finance fits into your brand-building efforts? Our financing programs make it easy to appeal to what your customer wants – simple, affordable financing options.
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