There are many ways to build a strong brand to positively influence your target audience and support sales. There are also a few things to avoid. Jola is a wholesale provider of hosted voice, internet connectivity and 4G solutions to the voice and data channel. We provide white-label services to help our partners build their own brands and increase the value of their businesses. Our top three tips on building a strong brand are as follows;
Naming
The name of your business is really important. It is tempting when you are starting a business to link your company name with the products you sell. This can be challenging in the voice and data industry, where technologies have shorter product life cycles and ‘the next big thing’ doesn’t take-off as predicted. By distancing your brand name from your products, you are less likely to have to re-brand, if the technology you sell becomes obsolete or your business goes in a different direction.
Re-branding
Re-branding is expensive. You start with the design of a new logo and finish by replacing your company signage both internally and externally. The costs can rack up very quickly (website, business cards, letterhead, flyers, brochures, adverts, external signs, communications to customers etc.). It can seem like a quick fix to a current problem, but few realise how long it takes to build brand recognition from scratch. It can seem like starting again.
Consistency
It is tempting to run with the next big idea, new advert, product, design, messaging and forget to be consistent. To build a brand, consistency is critical. You want your logo/advert/messaging to be instantly recognisable, but you are tempted to change designs, messaging, colours, images etc. each time. Don’t make the decision to change these things lightly as it will impact your brand recognition.
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