Branding is all about what differentiates you from competitors and sets you apart, in a way letting customers know what you’re about and the value they can expect from you or your business. Brands speak to the market and create a perception about the value you provide through the carefully constructed mix that includes colors, logos, vocabulary, taglines, and ultimately your interaction with the customer, which valides the image you’re working to project. The following steps may help you think through how to develop your brand strategy. As you think through these points, remember to keep your target customers in mind:
First, think through your position. Ask yourself: What are three things I want my audience to think about when they think about the product or service that I offer?
Second, if you had just 30 seconds to tell them about you, your business, or your product and how it helps meet their needs, what would you say? Write this down and practice it out loud and keep reworking it until you are able to recite your answer in under 30 seconds.
Third, what do your customers think of your business name? What do they think of the logo? Do they like your tagline and website address? Your customers have to like these or you will have trouble getting them to trust you.
Fourth, build your online presence. Think through how you will promote your business to your audience on social media. Think of social media platforms as spaces where you can engage your audience online and give them something of value that gives them reason to trust and hire you. Share photos of your products, services, events, and other relevant content for your clients and potential clients. . Remember to focus your energy on the platforms where your target audience are already present. For your website, make sure that the address (called a “URL”) is memorable and reflective of the name of you or your business.
Your promise as a business owner must be consistent across all of the spaces where you interact with your customers so that your messaging remains consistent, easy to understand, and inviting.