The first thing you need to know about defining your brand is that it's not just a logo or a tagline. It's a promise, and it should be expressed through every message that you send out into the world.
The best way to explain this is by telling you a story from our own company history: we started off as a small business with no marketing budget and no one paying attention. Our founder didn't have time for branding because he was too busy building his business—so he just wrote everything by hand on whiteboards in conference rooms around the office. Over time, though, we found ourselves struggling to grow as fast as we wanted (and needed). That's when we decided that it was time for us to rethink who we are and what value our customers get from working with us—which led directly to this blog post! So let's get started!
Your brand is a promise. And it's important to know what that promise is and how you're fulfilling it.
You don't want to be a promise without a reason for being, so make sure your brand has the following components:
When you're ready to explain your company to the world, ask these questions:
If you can't answer these questions, it's time to ask yourself some tough questions. Why did you start your business? What do you stand for? What do you love about your business? If the answers aren't clear or if they are not what you want them to be, then it's time for a brand audit.
Businesses that have a strong sense of purpose and mission tend to attract customers who are loyal and passionate about the brand because of its values. When brands can speak clearly about their core values and how those fit into their larger story—and when they're able to communicate this effectively in all channels—they'll see an increase in brand awareness and customer loyalty that will help them grow sustainably over time.
The next step is to determine what value you bring to the table. What are the key benefits of your product, service and brand? Why should a customer care about what you have to offer?
The first thing that comes to mind is probably price. But rather than just being cheap, think about how you can make your products or services stand out from the competition in other ways—for example, by focusing on quality or convenience. And don't forget about branding! When a customer sees your logo or hears your name mentioned in conversation, what do they think?
Now that you've identified your competitors, it's time to think about how they're different from each other and from you.
Your brand strategy is a set of guidelines for how to communicate your brand. It helps you define your brand, create a voice and tone for it, and determine how best to present that in every communication moving forward—whether it be online or off.
Use it as your blueprint for success. It will help you understand who your customer is and what they want, as well as how to best communicate with them. If done right, it will help you create a brand that people love and are willing to buy into.
With each question in mind, you’ll be able to define what makes your brand special. From there, it’s easier to make decisions and develop your own strategy—which will help you grow as a business!
If you have a brand that tries to appeals to everyone, you don't know who your target audience is.
Brand is a business’s personality. It’s how a business presents itself to the outside world and how people perceive that presentation.
A successful strategy will deal with the competition in a deliberately different way. Looking for ways to combine different sets of activities that will deliver a unique mix of value to the desired audience.
Brands with weaknesses can still succeed. And brands with many individual strengths can still fail.