When speaking of branding, most people automatically think about a logo. A logo plays a big part in a brand’s identity, but there is so much more to it. Your brand is the “what” the “who” , “why” and “how” that makes your business what it is. It is your name, who your clients are, what you sell or provide, when you started your business (your history and credibility), your purpose and mission, your ethics and how you operate. Knowing all of these elements is essential to the successful development of your brand.
There are four areas that you need to pinpoint in order to establish you brand’s identity. These tips can also be helpful if you are considering rebranding or doing a brand audit.
What is it that you are selling or promoting? What service are you providing? This can be the easy part unless you have yet to find a focus for your business. Having a niche or a particular thing you specialize in makes it easier to market your business. Your clients and potential customers should know without a doubt what it is that you do. For those businesses that are already established, consider what your clients think of you and your services. What are you known for? Do you guarantee service with a smile, price matching or provide high-end, luxury products?
The “who” refers to two things: who you are and who your customers are. What is your brand’s “personality”? This is where your brand story and logo comes into play. Is your company focused on providing luxurious and comfortable hotel rooms? How does your service make people feel? What makes you different from your competitors? All this should be reflected in your brand story and your logo. You would not want a logo with rainbow colors and bubble letters to represent a business that promotes elegances because it would send mixed messages to your potential clients. You have to make sure that your image matches your message. Knowing who your potential clients or target audience will be as well as their age, lifestyle, gender, employment and other demographic info will help you develop a brand identity that is appealing to them.
This is the point where you get to tell your story and connect with your customers on a personal level. When did you establish your business? What did you go through to get you to where you are and how did you come to the conclusion that your business was necessary to fulfill a common need? This is the opportunity to really connect with your potential customers. Share your purpose and show off your credibility. Tell why you do what you do and what drives your decision-making.
How are you or the services you provide, the answer to a problem? How is what you will do for your customers going to positively affect their lives? The answer to these “how” questions are what will help drive your business. When there is a problem that needs to be solved, people go to the source that can best resolve the problem. Your brand should demonstrate how your services are the answer to the problem.
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stephanie@smaysdesigns.com
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