Does your business have a personality?
It might sound like a crazy question, but identifying, enhancing, and communicating your business’ personality–also known as its brand–is key to deploying a successful marketing strategy.
But how exactly do you build a brand for your company? Before we get into that, here are some quick stats to show you exactly how important good branding is for your business:
- Consistent brand presentation across all marketing platforms increases revenue up by up to 23 percent – Forbes
- On average, it takes 5 to 7 impressions for people to remember your brand. — Pam Moore
- 59% of shoppers prefer to buy new products from the brands they trust. — Neilson
- Consistently presented brands are 3.5 times more likely to enjoy excellent brand visibility than those with an inconsistent brand presentation. — Inc.
Branding 101: What You Need to Know
What Is Your Brand?
Identifying your brand is the first step to ensuring that you present it consistently across all platforms, including your storefront, your website, your social media, and even your staff’s apparel!
Here are some parts of your brand:
- Physical location (office, storefront, etc.)
- Print collateral, signage, packaging
- Website design
- Logo design
- Online advertising
- Content strategy (blogs, whitepapers, etc.)
- Sales & customer service
In every one of these aspects, your company’s personality should shine through. Next, we’ll break down the steps to build your brand identity.
How to Build Your Brand
1. Identify Your Purpose
What is your brand’s personality, mission, or purpose? Knowing the answer to this is the first step towards identifying and communicating your brand identity.
When we help clients identify their brand, we start off with four main questions:
- Why does your company exist?
- What makes your business different than your competitors?
- What problem do you solve?
- Why should people care?
Through answering these questions, we begin to get at the meat of your company’s brand.
By the end of this soul-searching process, our experts deliver a brand guide that explains exactly what your brand is and how to suffuse it throughout your entire business, including your logo, tagline, website, social media platforms, and more.
2. Market Research
Knowledge is power. That’s why you should know exactly what your competitors are doing–whether they’re a local business or an international corporation.
At InThink, our goal for clients is to help them stand out from the crowd. We identify your differentiators and make them shine. But before we can do this, we conduct thorough market research so we know what we’re up against. Part of our competitor/market research includes:
- Social media analysis
- Website analysis (including web design, UX/UI, SEO and more)
- Focus groups
- Keyword research
- PPC research
3. Know Your Target
No matter what, your brand is never going to appeal to everyone. Even the biggest brands in the world have demographics that simply are not interested in their products.
But don’t let this get you down. Instead of trying to be everything to everyone, it’s better to identify who the perfect audience for your product or service and then focus your energy on targeting them.
Part of this is creating buyer personas for your ideal customers that identify everything from their age, income, career, world views, and hobbies. The more fleshed out these personas are, the better you can specifically target real customers’ pain points.
4. What is Your Why?
Now that you are armed with more information about your brand, your clients, and your purpose, it’s time to put that all down on paper and create your mission statement.
A mission statement is your guiding light–it’s your brand communicated in one or two sentences. Having a clear mission statement will make it much easier to make sure that every aspect of your company is reflective of your brand.
5. Know Your Voice
One of the last things you need to do when working on your company’s brand is to know your brand’s voice and let it speak!
Your brand’s voice depends on your mission statement, your target demographic, and your industry. For example, a law firm’s voice might be compassionate, educate, and determined while a social media platform’s voice might be trendy, hip, and playful.
Your brand’s voice can be one or some of these:
The right brand voice will reflect your mission and appeal to your target demographic. Knowing your brand voice makes it much easier to come up with a marketing message and keeping it consistent throughout all channels.
6. Put Your Best Foot Forward
When it comes to branding, most people think about logos first. But before you can come up with a new logo or color palettes, you need to do all of this other work first. Only once you know things like your brand mission, voice, and target personas can you work with a designer to create the perfect visual representation of your company.
Your logo will be on your employee’s uniforms, your business card, your website, any marketing collateral, and more. So it’s important to spend the time and money to get it right.
Our branding experts deliver our clients with a complete branding style guide that includes
- Logo size and placement
- Color palette
- Typography and fonts
- Photography/image style
- Web elements
to help your company stick to its new brand image.
Having a Brand Identity Crisis?
Here at inThink, we’re holistic branding experts. We can help boost your brand awareness, improve customer loyalty, and make marketing easy. Give us a call or email today to get started!