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In today’s highly competitive market, a strong brand is more essential than ever for a successful business. A brand is not just a logo or a tagline; it’s what your company represents — who you are, your values, and how you want to be perceived. If done right, this point of difference will help you stand apart from your competitors.

Custom branding can get your business in front of the right people. Here are some tips to get noticed:

Invest in a Meaningful Logo

A meaningful and memorable logo can go a long way in helping customers identify your business. Create a custom logo which is reflective of your brand. Once you have one, ensure that it’s featured in all communications so customers remember it. Use it on custom business cards, in email signatures, stationery and other signage so that clients can easily recognize your correspondence. In restaurants, create a menu which reflects your company’s identity. Use your logo and brand colors so that customers associate your menu items with your restaurant. You can also use it in custom advertising, so find ways to include your logo in your space. For example, some napkin dispensers offer advertising display panels – use them to boost your restaurant brand by promoting your products, new menu items or special deals right on the table or counter.

Think Outside the Walls

Some of the smartest custom branding is in a form that customers can take with them. Chipotle restaurants rolled out a new packaging campaign last year on their cups and bags. “Cultivating Thought” caught customers’ attention by including short essays by various authors on cups and bags. The campaign aligned perfectly with Chipotle’s brand identity as being known for thoughtfulness and insightfulness. Consider how your company can custom-brand. In foodservice, for example, consider your to-go packaging and how you can present it in a way that is memorable and unique. Custom promotional gear can also push your message to the next level. Consider your audience and what might interest them. Printed t-shirts and coffee cups? Or something more out of the ordinary, like phone screen cleaners or USB flash drives? These items are all great ways to reach your audience outside your company’s walls.

Match Online with Offline

These days, keeping your website up-to-date is a must for a successful business. Evaluate your company’s website. What information do your customers want? Is it easy to find and access? Does your website experience reflect your brand, both in how it looks and what it communicates? Use your logo and colors to reinforce brand recognition. A website is the perfect place to get creative and reflect a company’s individuality, so play with custom typefaces, headers and layouts, but always be consistent with your branding. If your business has social media accounts, make sure they align with your website. These pages are the extension of your custom brand – use them to your advantage by interacting with customers. No matter where a customer finds your company online, they should have a consistent experience.

These are just a few ways you can customize your brand for your business. What kind of brand will you build?