One of the most important steps in starting a business is branding your new business. Do you know what your brand is all about? Three elements – logo, website, and domain name – are key to building a startup's brand.
Let's take a look at what makes each element so important for successful branding of your company.
A logo is a design or symbol that is created by an organization and that identifies its offers and services. Iconic logos like the Nike Swoosh and Coca-Cola scripts are instantly recognizable to consumers.
Logos play several important roles in branding for small businesses beyond recognition:
How do you create a logo? For new startups, the logos are usually created from scratch. Companies already in business can update their existing logos. When it comes time to register a trademark for your logo, you will need to do a logo search before completing the application. This ensures that you are not violating a registered trademark with a similar or exact logo design.
If you don't have a website, you are missing out on the benefits of having a web presence. Having a website, especially in the Covid-19 landscape, has many positive and long-term effects on a small business and its brand. Take a look:
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For anyone unfamiliar with the term, a domain name is a component of the URL that is used to access websites. For example, www.mycorporation.com is my company's domain name. At this address, users can access our website and find us online.
Choosing the best domain name for your business ties in with the brand again. Whenever possible, it is preferable that the company name match the domain name. Think of Netflix and netflix.com, for example.
However, this is not always the case for all companies. Brands don't always have to choose an exactly matching domain name. Some choose to create domain names that are rich in SEO optimized keywords. Ideally, these keywords also match your company's offers and location so that customers can easily search and find your company online. Also, remember that outside of the use of keywords, domain names should be short, memorable, and easy to pronounce by your customer base.
It is also a good idea that your domain name has a dot-com URL extension. What if this is not available? Depending on your industry, small businesses and brands have other options. Popular extensions are dot-us (.us) and dot-co (.co), with dot-us being so popular that even the Zoom video conferencing platform uses it as an extension!
Almost everything about your company can contribute to your brand – from the colors used in your marketing materials, to your mission statement and the values you want to practice every day.
Once you start to see your company as a brand, you can influence the way customers see it. These three elements will help you get there.
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