If you're reading this article then you already understand the importance of branding your business. Now, you want to know how to do it and you've come to the right place!
Step 1 - Who is your target audience?
Current Customers
Existing clients offer helpful insight because they can share what is great or not-so great about your business. Find out this information from your current customers by using SurveyMonkey (free survey tool) and asking the questions below:
What is one thing they wish would be improved?
Which competitors do they trust and purchase from?
What else would they like to see in your brand?
Research Your Market
Research your market to discover trends, opportunities for growth, client preferences, buying habits, and conversations about your brand or others. Market research is also a great way to learn about the competition. Identify who their client base is, preferred platforms, and interests. Helpful market research resources include social media, review sites, forums, and Q&A sites.
Identify Who Your Customer Is
Organize your customers based on buying patterns or common traits you notice and give them a personality. Customer personas typically include a demographic, stage of life, behaviors, interests, occupation, and location. Below is an example of a persona that identifies similarities among yogis we will call Karma Karina. She may be:
Age: 42
Stage of Life: Mother of two
Locations: San Diego, CA
Behaviors: Practices yoga in the afternoon after taking kids to school
Interests: Loves stylish athleisure she can wear all day
Occupation: Small business owner of four people
2. What is your brand's value proposition?
A unique value proposition (UVP) is your brand's promise. Your UVP describes how your brand can solve the problems of your target market better than your competitors. To create a compelling UVP, consider the following:
What does your target market really desire?
How can your brand solve their problems?
What factors spur your customers purchasing choices?
Why do your current customers pick your brand over your competitors?
Once you answer these questions, write a UVP using the voice of your customers. Clearly communicate benefits, end result, and differentiators without the fluff.
3. What is your mission and core values?
Mission Statement
When you can articulate why your business exists you will arrive at your mission statement. What is your brand's purpose? Incorporate your customer persona, what you're selling, and your process. Be as concise as possible to make it memorable.
Core Values
Core values direct your mission and shape your brand's culture. Avoid using generic words that aren't definitive. Rather, be specific, original, and make sure the entire company abides by these values.
4. What is your brand's personality?
Much like a human personality, a brand personality are traits that your company exhibits. These traits should be attractive and create a positive perception. A brand personality that resonates with your target audience will help create an emotional connection and shine among competitors.
What are the qualities you would like to associate with your brand? Pick these characteristics and the tone to go with it. For example, if your brand personality is refined, your brand voice could be sophisticated and clever.
5. Do you have brand assets?
Now, decide on the brand assets that will mark your brand including a color palette, logo, fonts, packaging, and tag line. Be sure to have distinctive and easily noticeable assets to identify your brand. You can work with Creative Compass to get custom branding and boutique service.
6. Have you set up your business branded channels?
Update your various channels with your finalized brand assets including your logo, content, banner images, photos, videos, eblasts, etc.
Summary
Branding your business does not have to be overwhelming or expensive but if it is Creative Compass can help. We offer flexible pricing and can scale your branding efforts as your company grows. Otherwise, follow these simple steps to brand your business:
Determine your target audience
Develop your unique value proposition
Decide on your mission
Define your brand personality
Create brand assets
Integrate them across your channels