How to Establish a Brand
A solid and differentiated brand is one of the most important elements to any business. It’s the promise you will stand on, the message that keeps your customers coming back for more.
Defining your brand is a long journey. Sometimes it will take weeks, other times months. It’s difficult, time consuming, and often unbearable. But well worth it in the end.
At the very least, it’s important to define your brand by focusing on some critical knowledge points:
- Know what drives your business. Why are you in this business?What is your company’s value statement? And what is your mission statement?
- Know your business’ niche. What are the differentiating features of your products and services?
- Know your prospective customers to the core. What do your customers and prospects already think of your business? Conduct a lot of qualitative and quantitative research on this. You cannot just assume what they think. You must know what they think. The facts will drive this journey.
- Know what you want your customers to know. What qualities do you want your customers and prospects to align with your business?
Once you have answered the previous questions, it is time to create and communicate your brand to your desired target audiences. Here are some key steps to do so:
- Design a logo. Your logo needs to speak to what your business does, what your business stands for, and needs to be adjustable to fit a variety of formats-black and white, color, horizontal and vertical.
- Write down your brand messaging. What are the key points you want every customer and prospect to know? Share these points with all of your employees. They will be the faces of your brand to the people who walk through your door. And it is vitally important that they understand the brand and support your passion in it.
- Create a “voice” for your brand. The “voice” is not a spokesperson, but rather the tone for which all of your communications follow. It factors into not only the words you use, but the imagery you choose. Is the voice of your brand casual, formal, ritzy, colorful, or humorous?
- Write a tagline. Your tagline needs to be memorable, meaningful and concise. And, stay away from buzzwords.
- Design templates and create brand standards for all of your marketing materials. Generate a color pallet, font style, logo usage rules, and general look and feel that everything needs to follow.
Congratulations! You are on your way to building a successful brand for your small business. Now, always remember to be consistent and true to your brand-follow through on the promise you created.
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