Branding is an essential part of any business. As your company grows and new people enter the picture, you need a strategy to ensure everyone speaks the same language about what your brand stands for. Branding unifies all aspects of your business and gives it visibility that extends beyond just the products you sell. That’s why business branding is so important. It’s how your company is perceived by customers and potential employees — not just on a visual level, but also in their minds, as a complete entity. Having good branding can be the difference between being unnoticed as a small business and attracting new customers through word-of-mouth marketing. So here are 5 things we wish we knew about business branding early on:

It’s not just about the logo.

We get it — logos are cool and they can make a big impact on your branding strategy. But they aren’t the only thing that matters when it comes to branding. Just take a look at the logos of some of the biggest companies in the world, and tell us what their logos have to do with their brand. For example, Google’s logo is just a play on letters. IBM’s logo is a font and a symbol. Apple’s logo is a bite mark taken out of an apple, and Amazon’s logo is really just the name. The point is, logos are very important and they play a significant role in branding, but they aren’t the only part of branding that matters. When you’re building your brand, make sure you’re not just focusing on the logo.

Have a very clear strategy before you start.

Before you even consider what your logo should look like, you need to know what kind of business you want your brand to reflect. This is because everything about your brand — from the logo to the design elements and marketing materials — should support the mission and purpose of your company. If you’re unsure about how to define your brand strategy, there are some simple questions you can ask yourself to get started.

• What is your story?
• Who is your ideal customer?
• Who are your competitors?
• What brands do you like and why?
• What are your core values and attributes?

Once you have a clear direction, it’ll be easier to navigate which brand elements fit your business best. And if you ever find yourself at a crossroads with your branding, you can always use the strategy you created to guide your way through decision-making.

Don’t be afraid to change course and try new things.

Brand identity is something that, in most cases, has to be worked on over time. No company has the perfect branding out of the gate. You’ll need to try various things and make changes along the way. It’s important to remember that, especially when it comes to branding, there is no one-size-fits-all approach. You have to be open to feedback, and you need to make sure you’re open to trying new things and taking advice from experts.

In fact, one of the best ways to improve your branding is to look at how other brands are doing things. Examine their logos and designs, and see what you can learn from them. After you’ve done that, you can consider your own brand and how you can make improvements. If you want your brand to grow and build a strong identity, you need to be willing to make changes along the way.

Don’t skimp on visuals

Your visuals are what people will see first. You may have the perfect tagline and mission statement, but if your visuals don’t support your brand, they won’t make an impact. Visual elements like your logo, website designs and marketing materials can make or break the success of your brand. If you have poor visuals, people will be less likely to take you seriously. If you want your brand to be successful, you need to make sure your visuals are as effective as possible.

Take your time to pick the perfect logo designed for your business. Your website should be designed in a way that reflects your brand. And you should also think about visuals when it comes to marketing, such as the images you use on social media. If you have poor visuals, you’re not doing yourself any favors.

You cant be everything to everyone

We’re sure you’ve heard the saying, “Jack of all trades, master of none.” This is true in the world of branding. When you’re just starting out, it can be tempting to try to appeal to everyone. However, this is a great way to shoot yourself in the foot. You don’t want to be everything to everyone. You want to be something to the right people.

From the moment you start creating visuals for your brand, you need to be decisive about who you’re trying to appeal to. You can still aim to appeal to a broad audience, but you need to be clear about your target demographic. If you try to appeal to everyone, your brand will come off as unclear and wishy-washy. And that isn’t good for business.