8 Ways To Define Your Brand

1. 8WaystoDefine YourBrand

2. “First impressions are formed in the first 10 seconds.” What is it that sets your business apart? If you want to create a memorable brand identity, you first need to clearly define your company and its goals. This will help you determine how you want to be represented. Your brand identity is everything, from how you conduct yourself to your online reputation and values.

3. 1.CreateAVision / MissionStatement Thefirststeptocreatingabrand identityforyourbusinessisyour visionstatement. Thisisabasicstatement,typicallyone ortwosentences,aboutwhereyou wantyourcompanytobe. Itshouldexpressadesireand intentiontobuildandimproveyour businesstothatpoint. Yourmissionstatementislongerand shouldcoverthepurposeofyour company, whetherthat’sprovidingaffordable skincareproducts orhigh-endsportscars.

4. 2.ChooseA ColourScheme Thecoloursyoudecidetouseforyourbrandplay animportantpartindirectingtheaudience’s subconscious,whichtheninfluencestheir consciousthoughts. Pickingacolourscheme ‘justbecause’ isnevera goodidea – youmayhaveacertainbiastowards yourfavouritecolours,butyouneedtoevaluate whetherthesecoloursrepresenttheenergiesand emotionsyourproductencapsulates. Themostpopularcolourschemesandtheir associationsare: Red – Emotional,Powerful, IntenseandEnthusiastic Yellow – Joyful,Intellectual, WarmingandIlluminating Blue – Stability,Security,Reliability,Honesty, ConfidenceandCalming. Black – Serious,Elegance,Luxurious, FormalityandMysteriousness.

5. 3.DecideonaLogo Onceyou’vedecidedontheconceptofyourbrandidentity,andchosen anappropriatecolourscheme,it’simportanttohavealogothatwill reflecttheseidealsandcreateamemorablepointofconnection – whenyouraudienceseethelogo; theyshouldknowimmediatelythat itbelongstoyourbrand. “Thelogoisyourcallingcard,identity,manifestation,’ KathySavitt,ChiefMarketingOfficer,Yahoo

6. 4.DevelopYourCompany'sEssence Ifyoucoulddescribeyourcompanyinoneword,whatwoulditbe? Thatwordisyourcompany’s ‘essence’,andit’spartofcreatingyourbusiness’ brandidentity. Youressenceshouldbebasedonwhatyouwantyourcustomerstofeelwhentheyencounter yourbrand. Forexample,ifyouhaveacompanythat’sbasedinnaturalskincareproducts,yourbrand essencecouldbe ‘organic’ or ‘real’. Yourcompany’sessencedoesn’thavetobeanythingtangible,butyoushouldhaveaclear ideaofwhatyouwantittobe.

7. 5.DevelopaBrand Personality Yes,yourcompanyitselfisn’tanactual person,butthepersonificationofitisa highlynecessarypartofdevelopingyour brandidentity. Yourcompany’spersonalitysaysalot! Itpavesthewayforhowyourcompanywill interactwiththeworld. Thatcouldmeanbeingcasualand personable,oritcouldmeanstraightforward andserious. Ifyouwantagoodexampleofafun,light- heartedcompanypersonality,checkout TacoBell’sTwitteraccount. Theirsenseofhumourhasdefinedhowthey interactwiththeiraudience.

8. 6.MaintainConsistency Consistencydoesn’tjustapplytothestandardofyourproduct (althoughthis isimportant); italsoshouldbemaintainedinhowyourbusinesshandlesits content,colourschemes,customerservices,socialmediachannelsandmore. Ifyouraudiencehasahardtimeconnectingwithyourbrandbecauseit’s constantlychanging,theywillfeellesslikeengaging. Ittakesonaverage5-7impressionsbeforesomeonewillrememberyour brand –ifyou’renotconsistent,thenpeoplewon’trememberyou.

9. 7.HaveAValue Proposition Thisiswhereyourcompanytrulyshines. Avaluepropositionisabriefstatementof yourproduct’suniquevaluesandbenefits. Inotherwords,itswhatsetsyouapartfrom yourcompetitors. Yourvaluepropositionshouldhaveatarget audienceandpositionyouinabusiness categorythatfurtherdefinesyourcompany. Ifyou’renotsurewhoyourtargetaudience is,askyourselfthesequestions: Who will benefit most from my product? Where are my customers? (social media, networking sites etc.) What are their unique needs?

10. 8.DecideonaBrandPromise Yourbrandpromiseistheconnectorforyourbrandidentity – it bringstogetheryourpurpose,positioning,andstrategywithyour peopleandcustomerexperience. Itiswhatenablesyoutodeliveryourbrandinawaythatconnects viscerallyandemotionallywithyourcustomers – thisiswhatyourcustomersexperienceand,ifdonecorrectly, differentiatesyourfromyourcompetition.

11. BringingitAll Together What Your Brand Says About Your Business Consideringthesepointswillallowyou tocomposeavaluepropositionthat’s tailor-madetoyourcustomersand developalong-lastingbrandidentity. Creatingthisisvital,butitdoesn’tjust stoponceyou’vecreatedit – maintaining thesepointsandprovidingconsistencyis keytoyoursuccess. Remember - thewayyourbrandis maintainedandhandledwilldecidehow youraudiencewillseeyourcompany andengagewithyou.

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