The key to building a long-lasting and successful brand is knowing your brand foundations from the get-go. Before you even head to see a designer, there are a few things you need to do to ‘discover’ your brand:
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Your brand identity should communicate the sort of business you are operating, the product or service you provide and perhaps even your target market and quality of your products/service. A great identity can often result in potential clients choosing your offering over your competition even before they have experienced what you have to offer.
To define your business image – you need to look at the type of business you wish to be. Are you a Conservative business? Young and Trendy? People Focused? Quality driven? Perhaps you want to have several branches, or remain local focuses? Do you want to be casual? Formal?
Knowing your business image is important as this will be the driving factor for many of your other decisions down the track – such as your font and colour choices which we will cover further down.
Do you know your target market? Knowing your market is critical to defining your brand and attracting new clients! Please don’t say your target is “everyone”. Dig deeper! Consider the type of person or organisation who utilises your services, or perhaps think of your favourite client.
Knowing your ideal client enables you to direct your branding and marketing towards them, which strengthens your brand positioning – attracting more of the clients you love to work with!
Knowing your point of difference is key to not only defining your brand, but it will also help down the track with your marketing efforts and to attract quality clients which you love to work with. What do you best? Is there something special, unusual or significant about the way you do business?
It is always a great idea to research professionals/businesses in your industry to get an idea of how they promote themselves; and also to see how they do things so you know how to stand out and do things differently (which will help attract clients!) I am not asking you to copy what they are doing – just to jot down some ideas which may help spark some ideas of your own.
A brand pyramid is used to identify and define the various qualities that form the essence of your brand. Once you know what defines your brand, it is easy to communicate this to your target market through your identity and marketing material.
In order to establish a strong brand, it’s important for you to dig deep into your business and examine it from all angles. A SWOT analysis can help to uncover strengths, weaknesses, opportunities and threats that you may not have been aware of, and it also keeps you up-to-date with your competitors, target market and other factors that may affect the success of your business.
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