Branding Your Business: It’s All About Connection
I know where you’re at. You’ve just started this new venture or you’ve grown it to a point where your visuals just aren’t cutting it anymore. You’re thinking to yourself, “Hey self. I think we need a little facelift.” And then you realize you’re at a complete loss at where to start.
Do I just pick my favorite colors and go from there?! It’s easy to think that branding is just about making something that you personally like and something that looks good and feels good. But nope, that’s not it at all. Branding isn’t about what you like. Throw your preferences (mostly) out the window. Branding is about connecting with your audience and making a real connection with them through the product or service you’re selling. It’s about creating a relationship with you, the owner and face of the brand.
Crafting That Brand Persona
So how do you make a brand that people can relate to? It’s all about creating a real, authentic brand persona – a personality that represents your values and what your company is all about. This brand identity should show up in everything you do: Your messaging, visuals, design choices, social media, marketing materials, brand assets, and more. You want to make sure that when someone comes into contact with any part of your brand – whether it’s checking out your website or interacting with you on social media – they know exactly who you are as a company and what kind of products/services they can expect from you.
Get Up in Their Feels
Branding is not just about visual elements – it’s also about the emotional connection you tap into with your audience. This means that your branding should stir up certain feelings and emotions in your audience that match up with your business values and mission. For example, if you are a luxury brand, your branding should evoke feelings of exclusivity and sophistication. On the other hand, if you are a family-friendly brand, your branding should evoke feelings of warmth, familiarity, and that extra cozy factor.
Don’t You Forget About Me
It’s important to make sure your branding is memorable so people will remember you long after they’ve interacted with any aspect of your business. This means using consistent visuals throughout all aspects of your branding—from logos to color palettes—as well as creating catchy taglines or slogans that will stick in people’s minds long after they leave your website or social media page. The goal here is to stand out from the competition by creating something unique and eye-catching that will leave an impression on potential customers or clients.
Taking Action: 8 Brand Building Tips
Developing a strong brand identity for your business calls for strategic planning and execution. Here are some practical tips on how to get started:
1. Conduct Market Research
Before you start building your brand, you must know what your direct competitors are doing in terms of branding. Take notes on what resonates with you, and start thinking of how you can make your own unique mark on your industry.
You can also learn about industry trends and consumer behavior through market research and surveys. This is a great way to get insights into what your target customers want from you, which will in turn inform the direction of your branding efforts.
2. Define Your Brand Positioning
Create a brand promise and a mission statement that align with your company’s mission and values. This will help you differentiate your brand from your competitors and appeal to your ideal customer.
3. Create a Brand Style Guide
Branding guidelines are essential for any business, as they define the visual identity of your brand by outlining logo design, colors, typography and other elements. Consistency here will ensure that you maintain a unified look in all of your marketing efforts.
4. Keep It Consistent
When your brand is consistent across all channels, customers will create a long-lasting impression of you in their minds. Anywhere they come into contact with your business – whether it’s through advertisements or social media posts – they’ll be able to recognize it right away. Brand cohesion helps you stand out from the crowd and shows people exactly who you are as an organization. Establishing brand consistency throughout your digital presence is key to optimal success!
5. Develop Your Brand Personality
Your brand personality should reflect your company’s values, culture, and unique qualities that make your business stand out. A great brand strategy includes creating an effective brand voice and a catchy slogan that captures the essence of your brand in one or two lines.
6. Get Feedback From Existing and Potential Customers
Talk to people and ask for their thoughts on your branding materials, including your brand logo, product packaging, and other visual assets. This feedback is invaluable for understanding how people perceive your brand and making improvements to your branding strategy.
7. Consider Working With a Brand Consultant
A professional can provide expert guidance and help you create an effective brand positioning and marketing strategy that aligns with your company’s goals and values. And if you’re looking for a hassle-free branding experience, Suited can help you brand your business and improve your brand recognition, making your business more memorable and recognizable to your target market.
8. Have Fun With It
Make sure to enjoy the process – at its core, branding is about getting creative and expressing yourself. Put your own unique spin on things and make sure you love what you’re creating!
Building a strong brand story takes time and effort, but the rewards are well worth it. A recognizable brand with a strong value proposition can help you attract more customers and save money on marketing efforts in the long run. If you’re a small business owner, developing a consistent branding strategy that reflects your company’s mission and values and resonates with your target audience and buyer personas is important.
Ultimately, the goal of branding is to create a relational connection with your audience that goes beyond just the product or service you are selling. It’s about building a relationship with your audience that is based on trust, loyalty, and a shared set of values. By focusing on creating this connection with your audience, you can effectively differentiate your business and stand out in a crowded market. Before you move forward with your brand concept, take time to really focus on what kind of message you want to convey through your business branding and start taking action steps towards that result.
