Whether your company is the size of Google or a small mom and pop store, your brand is essential to building a better business.

More often than not, a company or business knows that branding is important, but can they explain why? Establishing a brand is the foundation of a successful business. Your Branding should tell a story. Not just about what your company does, but what your company stands for, believes in, and should tell the customer how to perceive them. Branding does not just fall into the category of logo design. Creating a brand is the complete package. From logos and stationary to web design and even the experience a customer may have in your store. Creating a powerful brand is giving your customer the complete package. They should not have to guess what your company is all about, it should be subtle but still obvious.

Let’s take Chick-fil-a for example. From the simple logo and packaging to the “My Pleasures” after a refill, Chick-fil-a is wanting you to feel like their employees came to work that day to serve you and put a smile on your face. Their designs are simple, and their smiling workers serve you with ease. Their mission states: “To glorify God by being a faithful steward of all that is entrusted to us and to have a positive influence on all who come into contact with Chick-fil-A.” This company works hard at giving their customers a positive experience.

If I were to quickly analyze their logo my first thoughts would be:

The Font – A curvy script font – playful, casual, inviting

The Chicken – An obvious giveaway of what they serve, cute & fun

The Color Red – Powerful, exciting, fast food

All of these aspects all play into how Chick-fil-a wants to be viewed by their customers. Chick-fil-a has a well-known presence in the fast-food world that is casual, fun, and inviting. Don’t even get me started on the genius move of making a cow their marketing mascot. This sets off the playful laid-back atmosphere.

When you are creating a new brand or even if you have an existing one; think to yourself, what does my branding portray to my customers. If its giving off the right message, run with it but keep it consistent. Your brand will become stronger and more well known if repetition is noticed by your customers. If your brand isn’t quite right yet, do some brainstorming. Figure out what defines your business, find your audience, and create your message. Be unique, be daring, think big. The only way to become successful is setting your business away from the competition.

5 Steps To Building Your Brand

1. Explain Who You Are
2. Define Your Customer
3. Get Personal
4. Be Professional
5. Stay Consistent

Be honest and clear, tell your story and be yourself. Your customers won’t believe what your selling if you don’t believe in your brand.