by Staci J. Shelton (@StaciJShelton)

There’s a LOT of talk these days about branding.  We’ve been told that design, the right (or wrong) website layout and communication can make or break a business.

What you market, how you market and where you market are all crucial and important.  Should you market your brand on Radio, Television, or Social Media? Are YOU the brand or do you need a mascot or a cool logo?  What should your business card say? What’s your tag line?

These are all important questions and issues facing brands today.  To be honest, the whole idea of branding can be – in a word - overwhelming.

So, let’s break branding down to it’s basic essence.  It’s the impact that you want to make.  No matter what your business, brand or company is, all great branding has three basics that are a must for branding success.

Great Branding Should:

1) Look Good

The design, logo and overall “look” of your brand should be professional and pleasing to the eye. Simplicity of design and color scheme are essential. Pick brand colors that are simple, and will easily identify your brand.

2) Feel Good

How do readers FEEL as a result of interacting with your brand, services or company?  The emotional pull of a brand is crucial.  People identify and support brands and people that make them feel good, happy and hopeful, as well as help them reach their goals.  Position yourself in your niche as the best choice for good interactions and help.

3) Sound Good

Good communication is essential to a brand.  What you say and how you say it are critical.  Your voice is just as big as your logo in terms of importance. Your tone of communication matters.  Are you positioning yourself as a highly respected expert?  If so, share information and resources with your customers.  Be the “go to” person for the best information in your area of expertise.  Are you a motivator or a coach? If so, share “how to” posts and posts about setting goals and how to be successful.  In short, structure your communications to fit your overall goal and business brand.

Good branding doesn’t have to be complicated.  No matter WHERE you represent yourself- your company or your brand- start with this very basic approach.  Ask yourself “Am I attracted to the information and the message?  Would this be a message, image or communcation  that I’m willing to share?”

With a good consistent look, feel and sound to your brand, you’ve got the basics to simple success.