Creating a brand is easier than you think. After all, you’ve been doing it your entire life. Every quote you’ve posted on your insta story, every outfit, every endorsement of a product adds to the brand called YOU! Branding is simply creating an identity and sharing it with the world. Here are our tips to generating a brand you would be proud to back.
Understand Your Audience
The key to creating effective marketing messages that appeal to your clients is to really (and I mean REALLY) get to know them. It can be helpful to put yourself in their shoes. Some even go as far as creating a fictional “buyer persona.” This fictional character helps you pinpoint what kind of audience you are marketing to. For example, if your character is named Jane Doe, you will want to know how old she is, what kind of job she has, what social network platforms she uses most frequently, her preferred method of communication…you get the point. The more specific you can be the better chance you will have at finding your niche audience. This allows you to tailor your messages to your customers in a way that will make them most receptive to you.
Develop Your Identity & Voice
Now that you know your audience, you can start to create your brand! Yay! Your brand identity will represent what you stand for and help you stand out among the crowd. Basically, ask yourself “what makes your brand, your brand?” Will you emphasize your accessibility to customers, your speedy response time, or your environmentally-friendly products? Whatever you choose, you need to stay true to it. Next, you will begin to craft your brand’s voice. Your brand’s voice will shine through in your social posts, your media publications, and anytime you interact with your customers. Choose a voice that encapsulates your company’s missions, values, and goals. For example, you will need to decide if you want to appear technical and formal or more relaxed and colloquial. This of course, depends on your target audience.
Being present means a couple of different things: 1. Occupy space. That doesn’t mean go crazy and make 100 posts a day on every social platform you can think of (if you do this, you run the risk of annoying and frustrating your audience). Make and send intentional posts and emails. Your buyer persona will help you identify where the majority of your audience can be found; however, don’t be afraid to diversify your lanes of communication. This will ensure that no one gets left behind and that you aren’t missing out on an entire demographic.
2. Be there for your clients. When they hurt, you hurt. If there is a controversy feel free to express your views. Tell your clients that you support them. However, if you say that you stand in solidarity, make sure that your brand reflects that. Do it because it is important to you–not because you want to “look good” in the court of public opinion. Stand up for what you believe in because it holds true to your values, not to maintain an aesthetic.
Say it with us: a good brand is a consistent brand. Your customers will buy from you because they like you and the mission you align yourself with. Make it easy on them! Tell (and show) your clients EXACTLY what you support and how you support it. Never stray from who you are as a brand. If you say you have a “client first” mentality then make sure that you go out of your way to put them first. Make promises and keep them. This simple idea will do wonders for the image and development of your brand.
Prioritize Customer Service
To create a brand from scratch doesn’t necessarily take a lot of money. However, it does require a little bit of leg work. People shop at small businesses because they love the extra attention they receive. A large-scale corporation may have millions for a marketing campaign, but you have something they can never have: accessibility. You have the ability to interact with your customers and give them a little TLC. Don’t be afraid to ask your clientele questions. Ask them how you did, what you could improve on, and how you could make their experience more personal. Make the purchasing process an experience. This will leave them craving this kind of care from all of the businesses they support.
See? Creating a brand isn’t so bad! It takes a little bit of a time investment, but the pay-off will be well worth the work. Visit our other blog posts to learn more tips on how to brand and market your business effectively!