What to consider when building a brand for your business
Building a brand for your business is an important step in establishing a strong presence and gaining recognition in your industry. However, it’s not always clear as to the value from day one.
Whether you’re hiring a professional or starting off on your own you should find the time to learn the foundations of building a brand from scratch. Reason for this, is so you’ll gain invaluable insights in the why and how. If you know it’s value and have the right mind set, you’re far likely to create a compelling and memorable brand. You will be able to hire the right people, ask the right questions and make better decisions that resonates with your target audience.
Here are some tips for creating your business's brand:
Identify your target audience:
Knowing who your ideal customer is will help you create a brand that appeals to them. Consider their demographics, preferences, and pain points to develop a brand that speaks to them.
Define your brand values:
What does your business stand for? What values do you want to embody in your brand? Defining your brand values will help you create a consistent message across all your marketing efforts.
Develop your brand voice and tone:
Your brand voice is how you communicate with your audience, while your brand tone is the attitude you convey. Develop a voice and tone that aligns with your brand values and resonates with your target audience. A great example of Tone and Voice is by Mailchimp. Whether you’re reading an article, gaining support on an email or reading a social post. Mailchimp has consistently set their tone and voice of the brand to feel plainspoken, genuine and human.
Create a visual identity:
Your visual identity includes your logo, colour palette, typography, and other design elements that represent your brand. These elements should be consistent across all your marketing materials and reflect your brand values and personality. I find Slack a fantastic example of creating a successful visual identity that transcends to all touch points in a unison.
Build a brand personality:
Your brand personality is the emotional connection your customers have with your brand. Consider how you want your customers to feel when they interact with your brand and develop a personality that embodies those emotions.
Establish a brand positioning:
Brand positioning is the unique place your brand occupies in the minds of your customers. Identify what makes your business stand out from your competitors and use that to differentiate your brand.
Be consistent:
Consistency is key when building a brand. Ensure that all your marketing efforts, from your website to your social media posts, align with your brand values, voice, tone, visual identity, and personality.
Building a strong brand takes time and effort, but it is an essential part of building a successful business. By following these tips, you can create a brand that resonates with your target audience and sets your business apart from your competitors.
Lastly, to help you on your journey, I’ve created a free Brand Messaging Framework template to get you thinking about your brand’s foundation.
This free brand messaging framework template is here to support and provide you with the foundation for building marketing messages. You can add to and customise to fit your organisation’s needs.
