When building a company, you need to build with your brand in mind. Having a brand that fits your company will help you build the value of your company and make it more recognizable to your clients or customers.
Whatever your company focuses on—tech, fitness, health, design, and so on—you are going to want to think about branding with that particular area. Here are 14 tips on how to create a brand that fits you and your company.
1. Your Focus
Focus on your single brand. You don’t want to confuse potential customers or clients with conflicting or too much information. Additionally, having too many brands will drain your resources and waste precious time and energy. Read more here.
2. Your Definition
Define your brand. Is it sleek and sophisticated? Modern and user-friendly? Funky and unique? What your business service provides or what product is will impact how you define your brand. The definition of your brand will determine how it connects with your customer or audience, as well.
3. Your Domain Name
You’re going to need a domain name. While deciding on your name, you are going to want to brainstorm multiple options. You’ll also want to see if those names are available. You can see if a URL is available by checking registration engines, such as GoDaddy.com or Register.com.
4. Your Communication
When building your brand, you need to be “consistent in communication and experience.” How you communicate applies to your store or office, packaging, website, advertisements, social media, content marketing, and sales. Successful communication will lead to successful branding, which means more referrals and sales!
5. Your Target Audience
Knowing to whom you are marketing will help you decide how to advertise your services. So how can you determine your target audience? According to Mandy Porta, you should . . .
- Look at your current customer base.
- Check out your competition.
- Analyze your product/service.
- Choose specific demographics to target.
- Consider the psychographics of your target.
If you have Google analytics for your website, you can see who is checking out your site and what their demographics. This information can help you narrow your audience.
6. Your Mission Statement
Before reading this tip, you may not have thought having a mission statement to be important to your brand and your company. However, your mission statement is your core purpose of having your company, and creating one will help shape your brand. As you write your statement, Wendy Maynard suggests the following questions for you to keep in mind:
- What do we do?
- For whom do we do it?
- Why do we serve our clients in the way that we do?
- How do we serve our clients in the way that we do?
- Why are we in this industry?
- Why did we start this business?
- What image of our business do we want to convey?
If you create a mission statement to determine your brand, your dream clients will come!
7. Your Competition
Building your brand will require you to scope out the competition. In order to stand out, your brand will need to be visible, relevant, and unique.
Researching what other companies are doing will help you gain the knowledge necessary to create for your company specifically. Many companies tend towards using the same colors (think blue and white for Facebook, LinkedIn, and Twitter). Simply using a unique color scheme can help your branding appear different from the rest.
8. Your Brand’s Emotion
Your ideal brand name should move people and make an emotional connection with potential clients or shoppers. Peter Economy gives the examples of Obsession fragrance or Snuggles fabric softener for evocative brand names.
9. Your Story
Tell your story. Now days there are so many ways to tell your story: videos, blogs, pictures, memes, e-books, and so on. You can tell your audience what you are wanting to achieve and your successes. But you should also share your struggles, which will make you look relatable and human.
10. Your Values
Your work and how you treat clients will speak volumes. It follows that saying actions speak louder than words. You can say that you hold a particular set of values; but, as Elana Gross explains, “your actions, your experience, and your words have to embody [your values].” Work hard, and do your best.
11. Your Social Media Presence
Social media is great for personal branding. You will want to use those social media platforms that best fit you and your brand. Also, consider using LinkedIn; it’s basically an easily accessible, online résumé that potential clients can view.
12. Your Slogan/ Tag Line
When you establish your online presence, add a tagline or slogan, which will help people remember what you do in a concise and direct way. It’s similar to a verbal business card. For example, Barbara Reinhold uses the following tag line for her counseling and coaching practice: “The permissionary—a visionary realist to help you discover and manifest your dreams.” The tag line for your brand should express what you do as well as what you do for others.
13. Your Purpose
How do you want to be perceived? The answer to that question will determine your purpose of posting online content. Tweets, memes, articles, status updates—all of these contribute to your personal brand. Shama Hyder says, “Once you understand how you wish your brand to be perceived, you can start to be much more strategic about your personal brand.” Understanding your purpose when posting content will influence how people perceive your business.
14. Your Brand Logo
When you think of a company, it’s probably the logo that comes to mind. That’s because the logo is the face of the company and may be everywhere your brand is. According to Braveen Kumar, “you’ll want a logo that’s unique, identifiable, and that’s scalable to work at all sizes.”
You will use your logo in numerous places, such as your website, your Facebook page profile picture, and other social media platforms. There are all kinds of logos: abstract images, mascots, emblems, letter marks, icons, and so on.
Need a logo that’s fit for you and your brand? I’m here to help! Contact me today—let’s create something beautiful.