What is "branding"? Simply put, your brand is your promise to your customer. It informs people on what they can expect from you and your products and services. Branding differentiates you from your competitors. An effective brand strategy can be the difference between success and failure.
You should commit time and energy to getting you branding right. Here are a few tips to help you get started.
1. Know Your Audience through Developing Buyer Personas
To reach specific customers businesses must identify who those people are and understand what they need and want. Targeting the world at large will not work. You must reach the people who are interested in what you have to offer.
Buyer personas allow you to find out everything about the customers you intend to pursue so that you may customize your message directly to their wants and needs. Think beyond target market and really drill down at your buyers' motivations, dreams, and lifestyles.
2. Answer the Question- What makes you different?
What do you offer that no one else does? What makes you stand out from your competitors? You need to clearly define what makes you (your company) unique. Maybe you carry a product line that none of your competitors carry. Maybe you offer a warranty that can't be matched by anyone else. Or maybe you offer personalized service that customers have never experienced before. Whatever your unique value, define it and promote it.
3. Pick a name and create cohesive & memorable visuals
Select a name that is interesting and easy to remember. Some names might express what your company does while others might be arbitrary. The most important thing is just to make is stand out in peoples' minds.
Your branding should be cohesive across all channels. This includes signs, brochures, business cards, digital media and all other related business collateral. A great logo is one element you can use to represent your brand.
4. Write copy and content that reaches your audience
The copy contained on your website and in all of your collateral material should be targeted to the buyer personas you have already created. Your message should always be targeted at those who are most likely to buy from you.
Furthermore, it is a great idea to blog about topics that will be of interest to your buyers. Not only does blogging help you position yourself as an expert but Google and other search engines love unique and fresh content. Blogging goes a long way when solidifying your brand.
Take a look at some companies who are doing their branding right:
Birchbox- We love how everything, down to the tissue paper in the Birchbox, is branded through their signature hot pink color. It is a pleasure to open your Birchbox each month and find all kinds of surprises inside neatly packed just for you!
Firestone & Robertson Distilling Co. - We love that Firestone and Robertson has no distinction as being bourbon or scotch but they simply refer to their product as Texas Whisky as if it exists in a class all its own. We also love the fact that each bottle of Firestone and Robertson Texas Whisky has a unique piece of leather on top.
Cochon Butcher- Cochon Butcher-r- One of our favorite restaurants in New Orleans is Cochon, a nice sit-down experience not to be enjoyed quickly. The wait is long but well worth it. So long, in fact, that the restaurant owners opened up a simple deli counter and more importantly drink stand around the corner. "The Butcher Shop", as it is referred to by locals, is labeled by a simple butcher block literally branded with the word butcher hanging from a simple street sign. This simple stand has evolved since its inception into a full service restaurant all its own.
Branding is vital to your business, it is how your customers perceive you. If you want more information on effective branding or need help developing a brand strategy give us a call.
Ready to get started?