Branding creates a lot of confusion and as it goes, there is a lot of talk going around about it.
Whether you’re a new business owner or one who needs to reinvent your brand, you need to know how to use it to help you reach more people.
Your brand is not just your Logo or your Company Name, unless of course you are Apple, McDonalds, or Mercedes Benz.
Your brand is the core of your marketing. It’s the central theme around your products and services.
For people to come and hire you, or buy from you in droves, your brand needs to be crystal clear, attractive, exciting, and powerful. In fact, your brand needs to be powerful enough to rouse your customers into action, and at the same time it needs to actively express you-what you’re about and your uniqueness.
Once you are sure of your brand, you also gain a tangible and easy way of talking to people about what you do. It makes it so much easier to do your marketing when you make clear in your mind what it is you’re selling in the first place.
When you’re creating your brand you are creating a memorable marketing message that will inspire people to take action and choose you over your competitors.
Here are five useful tips to help you find your brand:
Branding Tip #1 – It’s a matter of emotions. You know that people buy based on emotions-yes, people buy based on feelings. Your brand should evoke emotions that resonate with your ideal customers. Your brand is the core of what you do-at the deep seat of the core is a very specific feeling. What feelings or emotions does your business inspire in you and in your customers?
Branding Tip #2 – Impressions are important too. How will you present yourself? Think about it-not just on your website, but when people see you, talk to you on the phone, or read your email. Is your marketing consistently saying what you want it to? Are people getting confusing messages from you, or is it clear from the start what you do?
Side note: Just know that some people will complain, nitpick, and criticize no matter what – don’t worry about them. Stay focused.
Branding Tip #3 – Step into their shoes-get inside your prospective customer’s head. See your services and products from their point of view. This branding tip is about integrating your operations strategy into your brand – don’t separate it out. How does the customer experience make them feel?
Branding Tip #4 – How do you stand out? What’s your differentiator? Being different for the sake of being different is not what I mean. This is where your research comes into play. If you know the top 5 or 10 businesses in your category then you should know what makes you different. If you’ve taken the time to highlight who you are and the essence of what you bring to the table, then you marry this to your service offerings.
Branding Tip #5 – Identify your best skills, strengths, and abilities-let it all out. This is where an unbiased person could really help you. Your brand should be based around the best of what you have to offer. It’s best to have someone (a marketing strategist) hash this out with you because it’s hard to be objective for yourself.
Ultimately, creating a strong, memorable, compelling, and meaningful brand is essential for successful marketing, and something you can do with a bit of thought, and maybe a bit of help.