FOLLOW THESE GUIDELINES TO MAKE YOUR BUSINESS RECOGNIZABLE AND MEMORABLE
Are you starting a new business or looking to modify/update assets of your brand? Your brand represents your company as a whole and the values you want to convey. First impressions are important!! Consider the guidelines below as you put a “name” to the face of your business.
1. THE REFLECTION PROCESS: Develop Your “Promise.”
Create a mission statement. What do you want to offer your customers and why? What do you value and how will it align with the consumers’ values? What are the emotional connections you want them to make with your brand identity?
Determine your target audience. Who will need your services or products? Understand who they are! Discover their habits, lifestyle, social media preferences, etc., and problems. Do you have a solution to make their life or business more positive? Hook their needs to your business offerings.
Check out your competition. What are they doing well? Read their reviews. What can you offer clients to set your brand apart? What’s your focus: quality driven or price led? Be unlimited with your vision; don’t limit your opportunities to create a new way forward.
2. LIVING YOUR VISION: Make a Plan to Fulfill Your Promise.
Link your vision to your products and services. No matter what your business sells, it must align with your values and vision. Consider your brand’s perception. What experiences, or emotions do you want your customers to feel?
Establish quality control systems. Your investment in the brand value must be shared with your employees, service providers, manufacturers and customers. A clear picture and understanding of the brand expectations will create a means to share, to take pride in and to promote the brand.
3. REPRESENTATION OF YOUR BRAND PROMISE: Create a Consistent Sensory Brand Experience Across all Assets.
Create a memorable Logo Design. Search logo images in your industry. You want your own brand identity to reflect the values, personality, and spirit of your business. Think of it as your trademark. Work with a designer to develop and create a logo. Keep it simple, but memorable. It is the “face” of your business. Consider the visual characteristics of the design relative to your brand identity: colors, purposeful imagery, and simple fonts, and sizes. The logo’s position should be consistent and fit all formats.
Design and develop a dynamic website. Your website is like a digital storefront. It should be welcoming and personalized for an exceptional user experience. Work with a designer who understands your vision and brand values. There are many decisions in the design process. So, good communication is essential. Design trends and new features to optimize the website and the user’s experience need to be considered to create a website that meets your business needs and budget.
Some key website requirements to build trust and engagement:
- Create a user-friendly site that loads quickly, offers legible, easy to read, purposeful content with no spelling or grammar errors.
- Use negative space and related imagery appropriately.
- Add your photo to your about or home page.
- Offer opt in options to grow your email list (CTA)
- Share testimonials, portfolio work, or products in action.
- Use value-driven content as the vehicle to inform, to describe and to show the benefits of your products or services.
- Choose the most relevant, informative, and engaging keywords to add value and to up your SEO.
Create a Social Media Profile and Presence. Brand Awareness is essential to the growth of your business. One of the best ways is the online arena. When looking for the latest information on any topic, most of us turn to “Google 75-80% of the time” (yankovich.com). It takes time, planning, quality content writing, maintenance and evaluation to reach, lead and convert visitors to your website. A well-planned digital content marketing strategy can generate 3x more leads than traditional marketing at 62% less cost (Hubspot.com). If done well, it can increase your brand exposure, traffic, leads, partnerships and sales.
A few tips to build and elevate your personal brand:
- Know your target audience and select the right platform that will reach them. Where do they hang out?
- Create LinkedIn and Alignable profiles, as they pop up first in most Google searches. Have all employees join and they too can share, post, promote products and services.
- Start with a few social platforms at first until your initial campaign takes off and measurements show its effectiveness. Suggestions: Facebook-local businesses; Pinterest and Instagram – visually driven sites; Twitter-wider reach
- Deliver relatable, informative customer-driven content to meet the needs of your target audience across all communication channels: Website, Infographics, Ads, Forums, Blogs, Freebies, Resources, Positive Imagery, Stories, Videos, News or Events Postings, and Videos.
- Track Analytics and review results to determine ROI (Return on Investment).
The term branding came from cattle herders who used their brand to mark their “products” and to place a higher price in the market place. It was their promise to deliver the best cattle, their “seal of approval” to buyers. The modern concept of branding is not so different, is it?
Need help to develop your brand? Learn more with a free consultation.