Great branding differentiates one product from another. A clearly defined brand will give you your competitive edge and ultimately differentiate you from your competitors. As an entrepreneur you are your brand and your brand story starts with you. Building a brand takes time but here are a few things to consider.
DEFINE YOUR GENIUS
What you do is not who you are. Understanding your values & motivations will bring clarity to your business and should influence every decision that you make.
Who are you?
Consider what is important to you in life? What are your core values underpinning everything that you do? What is it that you bring to your business that no-one else does? Understanding who you truly are and how this fits within your business will help you discover how to market yourself more effectively to the right people with a brand that truly resonates.
Why do you do what you do?
Think about what is important to you about your work? Why have you chosen the path that you have taken? What is your definition of success and what would you do if you could not fail?
WHO IS GOING TO GET MOST EXCITED BY YOUR BRAND?
What exactly is the problem you are solving? What need do your target market want fulfilling? How do you ultimately want to make people feel? Not everyone is going to love what you do. Be brave and define who these people are, only then can you market yourself in a meaningful way.
IS THERE ANYBODY ELSE OFFERING WHAT YOU DO?
Competition is a good thing. There are likely to be other people doing what you do or something similar. Look at your competitors and where they sit in the market. What can you give your customers that they can’t. No-one likes a copy cat – carve your own niche and do it differently.
BRINGING YOUR BRAND TO LIFE
Once you know who you are, why you do what you do and can confidently say who your business appeals to you can start bringing your brand story to life. Whether you have an existing brand or are launching a new company you should start with the following steps:
Conduct an audit of all your consumer touch points
Knowing how your consumer will interact with your brand is important, they need to be seeing the same brand and the same story every time they come into contact with your brand.
Put together a mood board of how you think your brand should look & feel
Pinterest is a great place to start. If you have clear vision of how your brand should look it is easier to brief creative working on your business. If they know what you are looking for they are more likely to come back with something which is right first time.
Identify the gaps in your offering and identify areas where you might need expert advice
None of us are experts at everything. Identify the key areas you need help and prioritise the areas that will make the most difference to your business.