Here are ten tips on how to brand your business.
1. define your brand.
Review your product or service your business offers, identify space in the market it occupies and research the emotive and rational needs of your customers. Your brand character should promote your business and differentiate you in the market.
2. Think of your brand as a person.
Every one of us is an individual whose character is made up of beliefs, values and purposes that define who we are and who we connect with. Our personality determines how we behave in different situations, how we dress and what we say. Of course for people it's intuitive and it's rare that you even consider what your own character is, but when you're building a brand it's vital to have that understanding.
3. Consider what drives your business.
What does it believe in, what is its purpose and who are its brand heroes. These things can help establish your emotive brand positioning and inform the identity and character for brand communications.
4. Build long-term relationships with your customers.
Don’t dress up your offering and raise expectations that result in broken promises, create trust with honest branding — be clear who your company is and be true to the values that drive it every day.
5. Commmunicate to your customers with a consistent tone of voice.
It will help reinforce the business’ character and clarify its offering so customers are aware exactly what to expect from the product or service.
6. Never repeat the same message in the same way over and over again.
Alternatively, aim to make your key messages work together to build a coherent identity.
7. Don’t copy the look chains or big brands.
Try and carve out your own distinctive identity. There is a big consumer trend towards independent establishments, and several chains are in fact trying to mimic an independent feel to capture some of that market. Truly independent operators can leverage their status to attract customers who are looking for something more original and authentic, that aligns with how feel about themselves.
8. Be innovative, bold and daring.
Big brands are encumbered by large layers of bureaucracy, preventing them from being flexible and reacting to the ever-changing needs of their customers. Those layers of decision-makers can make it hard for them to be daring with their branding.
9. Always consider your branding when communicating with customers.
Don't lose your pride or dilute your brand positioning with indiscriminate discounting. Offer more, rather than slashing prices. Promotions are an opportunity to reinforce your brand mission.
10. The old way of stamping your logo on everything won't work.
The future of branding is fluid — respect your customers' intelligence by not giving everything away up front. Generate some intrigue and allow them to learn more about your brand for themselves. This is the way to foster ambassadors who revel in telling other people what they have discovered.
1. define your brand.
Review your product or service your business offers, identify space in the market it occupies and research the emotive and rational needs of your customers. Your brand character should promote your business and differentiate you in the market.
2. Think of your brand as a person.
Every one of us is an individual whose character is made up of beliefs, values and purposes that define who we are and who we connect with. Our personality determines how we behave in different situations, how we dress and what we say. Of course for people it's intuitive and it's rare that you even consider what your own character is, but when you're building a brand it's vital to have that understanding.
3. Consider what drives your business.
What does it believe in, what is its purpose and who are its brand heroes. These things can help establish your emotive brand positioning and inform the identity and character for brand communications.
4. Build long-term relationships with your customers.
Don’t dress up your offering and raise expectations that result in broken promises, create trust with honest branding — be clear who your company is and be true to the values that drive it every day.
5. Commmunicate to your customers with a consistent tone of voice.
It will help reinforce the business’ character and clarify its offering so customers are aware exactly what to expect from the product or service.
6. Never repeat the same message in the same way over and over again.
Alternatively, aim to make your key messages work together to build a coherent identity.
7. Don’t copy the look chains or big brands.
Try and carve out your own distinctive identity. There is a big consumer trend towards independent establishments, and several chains are in fact trying to mimic an independent feel to capture some of that market. Truly independent operators can leverage their status to attract customers who are looking for something more original and authentic, that aligns with how feel about themselves.
8. Be innovative, bold and daring.
Big brands are encumbered by large layers of bureaucracy, preventing them from being flexible and reacting to the ever-changing needs of their customers. Those layers of decision-makers can make it hard for them to be daring with their branding.
9. Always consider your branding when communicating with customers.
Don't lose your pride or dilute your brand positioning with indiscriminate discounting. Offer more, rather than slashing prices. Promotions are an opportunity to reinforce your brand mission.
10. The old way of stamping your logo on everything won't work.
The future of branding is fluid — respect your customers' intelligence by not giving everything away up front. Generate some intrigue and allow them to learn more about your brand for themselves. This is the way to foster ambassadors who revel in telling other people what they have discovered.