Consistent and thoughtful branding ensures that customers recognize, remember and trust a brand.
To remember a brand people need an average of 5 to 7 impressions. A signature colour can improve brand recognition by up to 80%. Consistent representation of a brand across all platforms can increase revenue by up to 33%. [Lucidpress]
When launching a business or re-branding, the first thing that comes to mind is probably your logo. But there are more things to be considered. So, after you’ve created your (new) logo, you might find yourself sitting there thinking “okay, where to from here?”
That's why we’ve put together this step by step guide full of tips & tasks for successful branding.
Get your notepad out and let’s start!
Having a logo design is the first piece to the puzzle of your brand. Now you need to shape the other pieces and put them all together to finish your overall image.
So, how do you ensure that your logo connects and resonates with your audience, your target market, your values and your brand?
Let’s dive into the tips that will make this process a
whole lot clearer
- The What - Know what you do
- The Why - Know your mission
- The Who - Know your customers
- The How - Create your brand strategy
1. The What - Know what you do
This sounds like an easy question, but especially after years of doing business, this can be a little murky. You started in one area and the business evolved to include more services and more products. Your original direction can change or expand.
If you are starting a new business, you don’t know what to expect yet, so your vision is the only pinpoint you have.
Go (back) to square one and ask yourself “what does this business do?” Not what you would like to do. Or what you have previously done. Or what you might do in a few years. Be precise on what your unique selling proposition (USP) is. What do you provide today?
Task: Bullet point what your business offers. To take it further, write down what you provide that differentiates you from your competitors. Why should customers choose you or your products over the competition? This is how you get to your USP.
2. The Why - Know your Mission
Every business needs a mission statement. It gives you a clear direction of where you are heading. Your mission statement is your “why”. It’s the reason your business exists and the motivation to keep it going.
If you struggle to phrase your mission, fill in this sentence:
“Our company exists to ________. In five years we plan to_______. In ten years we want to _______.”
This will give you the guideline for your brand’s purpose and future. You can link these questions back anytime and ask “will this decision aid my brand to achieve the end goal?”. Creating your mission statement will help you to clearly stand out in your market.
Task: Write down the mission statement of your company. Tip: include decision-makers and staff members to contribute their vision and ideas. Your brand lives off everyone involved following the same mission.
3. The Who - Know your Customers
Define your ideal customer. When you build your brand you want to make sure it attracts the right target market. Analyse your current customers. Are they the (only) customers you want?
You can group your ideal customers or buyer personas into the following characteristics: age, interests, occupation, income level, and location. Think about what they want and need and how you will appeal to them. How do you solve their problems?
No matter which marketing action you take you ALWAYS have to have your buyer personas and their needs in mind.
Task: Develop profiles of all your customer types. The ones you already have and thrones you want to attract.
Who are they? How old are they? Where do they live? What industry are they in? What do they do for a living? What actions do they take with your business?
4. The How - Create your Brand Strategy
Now you get to implement everything into one consistent picture. Put all your pieces of the puzzle together. Give your business an identity and a voice. You decide what and how you are going to communicate with your customers.
With consistent branding, you will create brand awareness and recognition which leads to trust and loyalty from your customers.
Food for thought: Which companies' branding do you like and recognize immediately? What do you associate with them? If I say bank and blue, what comes to mind? If I say supermarket and yellow, where does your mind go?
Successful brands not only grab your attention, but they differentiate themselves from their competition by their unique selling proposition. They make sure their branding always brings its core service, products or values to mind.
All of these branding pieces create a platform for you to build a long-term relationship with your customers, ultimately making your business profitable.
Task: Work on the brand you want to create. Follow these steps:
- Write down your brand’s story
- Define your brand’s tone of voice
- Determine which products/services your brand will communicate
Your Brand - the finished Puzzle
Your branding sets the tone for your company and lets the world know who you are, what you offer and what you stand for. All your branding activities; logo, packaging, clothing, web presence, communication, staff - needs to be thought about from the start when you decide on your brand. Your brand represents your company and will evolve with your company.
And there you have it — a step by step approach to create your brand!
A clear and concise brand voice will be the launchpad that propels you into the future. It can build trust, boost your brand’s visibility, drive traffic to your website, and ultimately lead to more sales.