If you struggle to define your brand, you can bet your potential and current customers will too.Your brand is the essence of your business. Whether you are considering a new or refreshed image, your business brand is a unique recipe that will include a number of ingredients. How does your business look? How does it make the consumer feel? How does it sound? What branding elements should you select to suit your target market? How can you consistently deliver your branding across all areas of your business? Consider the words you use when writing emails, answering the phone, posting on social media. The visual presentation of your business is much more than just a logo. It includes the use of colours and typefaces as well the overall style of all print and digital material. Below are some key elements that work together to defining a brand.
Blueprint
A brand is a master plan of your customer experience. It needs to be delivered consistently across all areas of your business to help build trust and loyalty in your brand.
Relationship
A brand is the thoughts, feelings and psychological relationship between a business and a customer.
Agreement
A brand is a promise of what the consumer will experience from your business.
Nature
A brand is the inherent nature of your business – the personality, the character, the style. It is the emotional association to your brand.
Distinctive
Branding makes your business stand out from the crowd. It is the unique identity of your business.
Branding is defining, promising and delivering a unique brand experience consistently. It is the process through which you make decisions about your brand elements and take steps to link them to your business in your audience’s mind. Defining your brand can be difficult and time consuming. It requires you to outline:
- The vision and values of your business
- Your target market
- The personality of your business
- The features and benefits of your products or services
Combine all these elements to describe how you want consumers to feel when they come in contact with your brand. Taking the time to determine this will be time well spent to assist with long-term success for your brand.
