A brand isn’t just a recognizable name and logo that sets you apart in a crowded market. When you think about it, people also have brands. We each have a name, a face, a style, a way of communicating, different impressions we make on different people and what they say about us when we are not in the room.
You can’t build a brand without being consistent and maintaining that consistency when you extend your brand to all aspects of your business. But it all starts with establishing what that consistency will look like and the feeling you want it to evoke. Likewise, businesses have names, products, logos, colors, fonts, voices, and reputations to manage that make up who they are and affect how they are viewed.
Steps to build your brand
- Research your target audience and your competition.
- Choose your focus and your personality.
- Choose the name of your business.
- Write your slogan.
- Choose the look of your brand
- Create your logo
- Apply your branding to your entire business and evolve it as you grow.
Your brand cannot be everything for everyone, especially at the beginning.
It’s important to find your purpose and let that inform all other parts of your brand as you build it.
Here are some branding questions and exercises to help you think through the purpose and tone of your brand. Building a brand is definitely a process and requires a strategy. However, the ongoing effort will result in establishing long-term relationships with your customers.
Three phase of branding:
- Brand Strategy
- Brand Identity
- Brand Marketing
Branding is how you convey that to the audience with visuals, messages, and experience. Your branding strategy will influence how you present your identity and align it with your goal for the most impact.
Brand marketing is how businesses or organizations showcase and market products or services by connecting values and voices to the right audience through strategic communication. Understand who your potential customers are and how your products can meet their needs. Use industry associations, census data, or market research companies to build a profile of your target consumer. By the end of the exercise, you should have a clear understanding of how you could position your brand with your potential customers.
If you already have a clear idea of who you are as a brand that’s great, but if you don’t, that’s okay too. It’s just time to do a little corporate soul-searching. Asking yourself deeper questions can help you figure out who you are and who you want to be as a brand.
It might sound obvious, but there are tons of small businesses that put so much emphasis on figuring out who they are and what kinds of products or services they want to offer that they completely overlook who they are trying to sell. these products or services to – and their brand image suffers.
Take the time to define your ideal client. Who are they? How old are they? What kind of income and education do they have? Are they predominantly one sex? What are they looking for in the companies they do business with? What matters to them? When would they use your product or service and why would they need it?
When you know who your target market is, you can use it to guide your branding strategy and the end result will be a brand that truly connects with the customers you most want to work with. Once you’ve defined who you are, who your customers are, what makes you special, and what works in your industry, it’s time to start designing your brand. This step is just as crucial for branding your small business as it is for large businesses.
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