Branding – How to be at the forefront of your customers minds

If you’ve decided you are going to take the plunge, and set up on your own as a freelance technician, before going out and buying a set of mini tools and an anti-static wristband, spend a little time looking at the business side of your new venture. This article looks at branding, a good place to start when you’re just about to venture out into the big wide world.

What’s a brand?

Your brand is what your business says about itself. It’s the message your customers receive about your business, and should be the thing they remember when you’ve gone. Easier said than done, I know. However, as a starting point, consider the points below.

• What’s your company name going to be? Why have you chosen the name and what does it say about you? Your company name should be something your customers can remember, so Dave Wyslowski Computer Technician (Freelance) Extraordinaire isn’t going to do it for you. (Sorry to any Dave Wyslowskis out there – nothing personal!) Choose something memorable if you can, Mr PC is likely taken in every country there is, but others will still be available and make sure it reflects what you do if possible, and that your chosen name is not offensive or does not misrepresent you – ‘Intergalactic PC repair’ should not have crossed your mind. Another handy tip – once you’ve chosen your company name, try and check to see if the domain name for that company has gone. It might mean you need to make another choice of name. Check out www.accesswhois.com/search for and, if yours is free and you think you’re going to have a website, register the name for yourself for use later.
• What are your customers’ needs? This should be key throughout. A customer who needed to save money might to focus on that aspect, and your brand could reflect this (‘PC Fixit – cheap and quick‘) whereas a business user might be looking for commercial experience (PC Fixit – Integrated Business Solutions). As you can’t be both, your business plan should be pointing you at what you want to say and to whom.
• What are your company colours going to be? This can be important as you’ll have to design business cards, stationery, a website, headed paper, free mouse mats for your customers etc. Neon green or orange is going to make you feel a bit queasy at some point. Pale blues and greens are said to be calming. Red is said to be powerful, and there are many other hidden messages. It’s key to bear in mind the methods you’re going to use to display your brand.
• What’s your logo going to be? A logo is made up of; letters, pictures or words, and can be your company name, its initials or a picture supporting the name of your company. It’s not compulsory to have a logo, however, it’s usual. A logo, if you have one, can help your company name to stick in the minds of your customers. Remember that your logo, if you use one, should appear on your business cards, your website, if you’re going to have one, your stationery, your tee shirt or uniform somewhere if you can.