There are many small business owners that believe branding is all about choosing the best logo and pictures in order to get customers. However, this is not the case. Branding isn’t about just choosing a good color palette, but is about how individuals identify with your business and how they feel connected to you. Branding is taking time to strategically think about your business’ why, who, what, where and how you want to present to others.
If you desire to have a successful business, it is imperative that you start creating a brand that connects with your customers and differentiates you from your competition. If you are ready to stand out from the crowd and start creating loyal customers, consider the following questions as you build your brand:
1. Who is your ideal client?
Identifying your target audience or ideal customer is the first step in branding. You need to consider who these individuals are. What is their personality, likes, dislikes, or pain points? As you create your brand identity, your ideal client should shape every aspect of who you are. Remind yourself that it’s not about what you like, but what your ideal client needs and wants.
2. What problems need to be solved?
Most customers are coming to you because there is a problem they need solved or you have a product or service that can enhance their life. For example, maybe you provide them an escape from their daily life by offering entertainment. Perhaps you share financial advice to those who may be struggling. Overall, your business should find an existing need that your need solved. Your brand must identify the problem that you are noticing in your community and explain how you provide a solution.
3. What makes you different from the competition?
Unfortunately, almost every business has competitors which is why you need to think about how you can stand out from the crowd. Consider what makes you unique and use that to your advantage.
4. What is your personality?
Customers can easily relate to brands that they can identify with on a human level. Your brand personality shouldn’t be one-dimensional. Identify what you want your brand’s core personality type to be as this can go a long way in helping you develop your tone of voice. Ask yourself what are five words you can use to describe your brand?
5. How do you want your customers to feel?
When your prospect contacts sales or your customer service team, how do you want them to feel after that interaction? Consider asking your clients how they feel about working with your company. Are they left satisfied, happy, or inspired? Also, take a quick look at your website and see if your messaging matches what you want your clients to experience when they visit your site. Besides messaging, make sure you also analyze your choice in photos, colors and fonts to ensure your brand identity is also visual.
After asking yourself these five questions, you should have a better feel whether you need to go back to the drawing board and develop your brand. If you need professional assistance and would like a referral to someone I know and trust, contact me at 310-534-5577 or [email protected].
