In today's environment, branding is more important than ever. Branding is a marketing logic that puts the company at the forefront. It defines the organization as a whole. It's all its personality, color, and character. Studies show that a strong brand image is a condition for sales development and consumer loyalty.

So, what's the recipe for building an effective brand image? Let's start with the ingredients OF branding. There is, of course, your logo and website, but not only that. From your quotes to your email signature to your sales tools, newsletters, invoices, social media, and business cards, each tool conveys your image to your customers, but also internally with your employees, partners, and suppliers.

A company's brand image must adequately represent the company (Why!) and be a part of its mission, vision, and values, as well as be at the heart of its communication strategy. The goal? To make sure your prospects remember and appreciate your brand so they can buy or sign a contract. Here are some tips for building an effective brand image.

Choose a name that represents your activity
Did you buy a business? If its name has already gained notoriety but is not evocative enough, you may choose to add a signature, that is, an expression or short sentence that completes or clarifies the message.

Keep your target audience in mind and stand out
Your world must challenge your interlocutors and generate a sense of belonging. They must feel concerned. In practical terms, your customers need to be able to identify themselves with the messages you are carrying, such as in the "About Us" section on your website. Opt for a single value proposition; how are your products more reliable, more durable, or less expensive than those of competitors?

Focus on consistency
Ensure that visuals are consistent and complementary across all of your communication tools, both externally and internally. Your employees are your first brand ambassadors, let's not forget. There's no need to make the task more complex. You can create document templates with Word or Google Drive, and accounting software can often customize invoices and quotes. It will also help memorize your brand. If more than one partner or retailer communicate about your brand, give them clear guidelines on how to use your image. For example, YouTube mentions what to do or not do with your brand; https;//www.youtube.com/about/brand-resources/#logos-icons-colors.

Create an emotional connection with your communication targets
Remember; 90 <>percentage<> of communication is non-verbal. The choice of colours can be evocative; red creates a sense of urgency, green evokes the environment, blue is reminiscent of water. You may also choose to associate a sound identity with your brand.

Respect your commitments
Keep your branding promises. For example, if you advertise outstanding customer service on your website, be sure to keep your word by exceeding your customers' expectations. Make excellence a raison d'être for your business; your customers will be more loyal. Are you already doing all this? You are on the right track to creating a strong and impactful brand image!

The CCIL's New Entrepreneurs Committee aims to help young entrepreneurs take their place in the Laval business community in a concrete way. The committee is a great opportunity for every entrepreneur participating in the program to grow their business network, maximize the visibility of their business, and equip themselves to meet the challenges of a start-up. In short, to help you build your toolbox.