Over the weekend I had the pleasure of attending my first roller derby match (San Diego Roller Derby). It was great fun and although the skaters all had the funny names of the old, “WWF/WWE style” roller derby that I remember – it was clear from the start that this is a real competition, bone crushing hits and all. The skaters, like professional wrestlers, have memorable names (Mistress Mwahaha was one of my favorites) and costumes so we, the audience, remember the individuals and connect with them – making us care more about the game and making it more likely that we will come back. In the entertainment and business worlds, this is called branding and brand loyalty.
Don’t believe me? What colors did Hulk Hogan always wear? What was his signature move? What was The Rock’s slogan? If you ever watched professional wrestling (and maybe even if you didn’t) these are easy to answer because these wrestlers branded themselves so we would watch specifically to see them perform and thereby making them stick out from their peers (their competition for endorsement deals, big matches, sponsorships, etc…) The most successful wrestlers stayed true to their brand by consistently wearing the same colors, using the same slogan, acting in a consistent manner.
The same principles work for small business branding. In order to stand out and make customers loyal to you specifically, you must look and act differently than your competition. Everything from your logo and business cards to the way you answer the phone forms your “brand” or the way your company makes other people feel. Your brand is constantly developing – whether or not your are taking an active role in shaping it and this can directly affect how much and what type of business you have. Marketing and graphic design are two ways that we can help you take control of your brand and make sure that you are sending the right message to your audience.