How to Pinpoint Your Brand
Branding is the experience or image you are selling your customers or clients. Your brand should set you apart from competitors and build loyal customers. You should construct your brand through relationships, stories, messages and imagery that create a bond between you and your potential customers.
In summary, branding is important! But, like most important aspects of your business, it takes time and energy to establish. If you’re considering your branding, or maybe re-branding, here are some things to consider:
Find your audience. Who is your customer? What are the demographics of your clients and what draws their attention? How can you communicate with them effectively? What are they looking for in a business in your niche, and how can you serve them? Identifying key details about your customer will help you understand them and therefore reach them effectively.
Consider how to speak to them. Considering who your customer is, where do you fit in their lives? What tone of voice suits your customer? What language will have the greatest effect?
Choose a mission statement/core values/key messages. What promise are you making your customer? How does your product or service improve their life? How will you deliver on your promises?
Curate your visual identity. How do you want to look to your customer? What images will they be searching for? How can you catch their attention? What colours and fonts call to you? How will you make your logo memorable? What adjectives would you use to describe your style/aesthetic/personality? What is most important to you about the design of your brand or website?
There’s a lot to work through. Creating a vision board can help (try out Pinterest!), especially when you’re considering your visual identity. You might also want to take a closer look at brands that speak to you, you might find some inspiration or just get a better idea of what they’re doing that works for you. It might also help to think about your brand as a person and ask yourself how you imagine this person: are they an introvert or extrovert? What’s their favourite and least favourite colour? What celebrities do they idolize? Are they a night owl or a morning person? Once you’ve completed steps 1 through 4 (or envisioned your “person!”), you have one important thing to do: be consistent!
Whatever choices you make, you need to be consistent across all of your channels. That means your social media, your email marketing, your customer service, your website, your photos, etc. If you don’t have continuity across your brand, it will look unprofessional and potentially make you appear unreliable to your customer. Building your brand is building trust, so you need to work to maintain that relationship!
We are happy to walk you through optimizing your branding to be recognizable and consistent. We can help you answer all the questions above, whether you’re just starting out, considering a brand refresh, or thinking about a full rebrand! Book a call with us today to discuss - we are happy to look at your unique circumstances and work out what would work best for your business.
