When it comes to value, there’s no one size fits all. Ask the same question to two people and you’ll likely get two different answers. Yet, keep asking the same questions to enough people, and you’ll invariably start seeing some overlap.
It's in the overlap where opportunities for a brand lie.
By exemplifying our audiences overlapping values in our communication strategies, we're better able to speak in a language our audience understands.
If our brand sells woodworking tools to industry professionals, we may want to exemplify how fast and reliable our tools are. And that by using these tools, industry professionals will get more done in a day, making them more money. If we’re targeting hobbyists, it’d likely be more effective to communicate that a single tool gives them the freedom to create anything they want, saving them time and money.
It’s not a trick, it’s a signal. A signal to our audience that what we offer is for them.
A brand is a promise. It's the promise you make to your customers about what they can expect from your product or service.
You can have the best logo, use the most fantastic typeface, create the perfect colour palette, but if you’re not using those elements consistently across your brand, you risk confusing and turning away potential customers.
Branding is one of the most important aspects of any business. If you're not branding yourself properly, it's very likely that your business will fail.
You know your business inside and out. You know what you do best, who your customers are, and what makes you different from competitors. But do others?