Guest post by Ian Serff

Whether your family business is a dream that is becoming reality or has been established for years, growing your company brand is an ongoing process.

In today’s high tech environment this is rarely done in person; in fact, you rely less on visuals in print and online materials. With social media audiences, your success depends heavily on your messaging in text.

In other words, the changing marketplace forces you to create a smart branding plan – and you should concentrate on three areas: focus, message, and the creative visuals of your brand.

• Your focus. Target your ideal customer and audience by choosing the appropriate technology of today. By using an email service such as MailChimp or ConstantContact, you can customize multiple campaigns and send them to a segment of your of your audience that include specific offers. Educate your customers about your company specialty through social-media venues.
• The message. Connect with your customers through direct communication with them. Spark an emotional response with compelling copy – encourage them to call or buy your product or service. Be personable. Help them feel connected and see the value you offer.
• The visuals. If you want your brand to stand out, it’s critical that visuals complement your message. The colors you use, the font treatments, and the imagery play a large part in strengthening your brand. Photography and illustration set the tone for your personality of your brand.

These components work together to build brand awareness – to tell the world who you are. Communicating well takes focus and strategic thought; the rewards come in the form of increased awareness and, hopefully, increased revenues and profits.

One final thought: Brand consistency needs to be a priority. In today’s market, your company must bolster its brand in a variety of media. That demands extremely consistent messaging – in your tone, overall focus, and in the creative approach of your visual design and layout. This will ensure you remain memorable in your customers minds!

 

About the Author: Ian Serff

Ian Serff founded Serff Creative Group, Inc and serves as its President and Creative Director. He has worked in the design industry for more than 25 years, and focuses his energy on creative design solutions for clients, including print, web, interactive media, and strategic branding implementation.
Ian was raised in his family’s design agency, and learned the business and all aspects of real world design at his father’s side before embarking on his own design career.  Today, Serff Creative Group serves the strategic and creative design needs of companies in a variety of industries. Ian draws from his experience as an entrepreneur, husband, father of seven, and servant of Jesus Christ.

All aspects of Serff Creative’s business are based upon biblical principles of integrity, service to others, honesty, and valuing relationships.  Ian is able to work from home as he and wife, Stephanie, share the vision of being within a family economy of homeschooling, raising their seven children and running businesses. “With many adopted children, it has been a blessing that we are all able to be at home together within a supportive and loving environment with Christ at the center of all we do,” Ian says.