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Branding Advice
The more I get out in the business community networking the more I realise my brand Fish in Custard is definitely a “Marmite” brand, people either love it or hate it.
Looking back at my original planning notes when I was developing my business idea I wanted the business name to be emotive and memorable. I wanted my clients to buy into the brand and want to be a part of it and I wanted to stand out from the crowd of VAs and other business support services. I think I have definitely achieved these goals and all just with my brand choice.
For me this is working. I work in close relationships with my clients and it is very important that we build a good rapport. I am a fun loving, energetic person, passionate about small business and Fish in Custard reflects that. If potential clients find me online or we meet at a networking event they will only enquire if they like the brand. This means they are probably going to like me and so the relationship will work.
This would not work for every business. If you have a mainstream product or service and want to appeal to a broad audience you need to develop a sympathetic brand that the majority feel comfortable with.
Branding is so important and has to be carefully considered. Rather than trying to come up with a name, colours, logo etc immediately, think of the brand values, what do you want it to reflect? Write a list of all the points you want to get across and then consider those when putting together your brand. Once you have developed some options ask a cross section of people their opinion and listen to their comments.
When I first developed my brand I chose a rather confusing font. I loved it and had no problem deciphering it. I showed it to my family and friends and a few people told me they had trouble reading it, I didn’t listen had 250 business cards printed, logo designed and built my website. About 3 months in I was regretting my decision. Every networking event people were struggling to read my card and I am sure I lost potential clients put off by the website. I had to redesign everything and get new printing done, a lesson learnt!
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