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It is as essential to consider your brand as your business grows as well as in the start-up stages, whether this is just a polish or a sense check to see if it still reflects who you are and what you stand for as a business. Your brand is the first thing potential customers will see and can influence if they engage with you, so it is vital to make sure it is aligned with your core values and target market.
We will look at 5 top tips you should consider when reviewing your brand, whether in your start-up period or as your business grows.
What is it that makes your business memorable? In order to increase awareness, attract the right customers and encourage loyalty, it is important to develop a strong brand identity, and this extends to more than just a logo. A well-thought-out brand ensures you make a great first impression and can even boost your credibility.
When looking at your current or proposed branding, it is important to ask yourself:
- Does your branding reflect your values and mission statement?
- Does your branding reflect who you are as a business?
You will need to consider your business as a whole, including your website and all marketing materials as well as your logo, brand colors and any slogans.
It is important to revert to your business plan or marketing plan and focus on the following questions when creating any marketing or promotional material, website design or any product packaging:
- Who is your target market?
- Who does your current brand appeal to, and is this your target market?
- What would appeal to your target market
How you communicate with your customers should reflect your brand, and considering your brands' tone of voice is vital from marketing messaging through to other areas like customer service. Having a tagline that accurately sums up your brand and a consistent copy will help attract potential customers.
It is essential to carry out market research about your ideal customer to inform your tone of voice. This will determine how formal you are in your messaging and what is relevant to your products and services. Your chosen tone should reflect your business and be prevalent in everything you do.
In order to shape your brand to stand out from the competition, it is important to know who your key competitors are and to regularly review their offering. This will help you to understand the choice your customers are facing when choosing your products or services. Seeing what your competitors are doing can also give a fresh approach to your brand. When conducting competitor analysis, you should look at:
- What does their branding look like?
- How does their branding appeal to their customers?
- How do they market their products or services?
In order to maintain consistency, you should create clear brand guidelines which are applicable to all aspects of your business. Your branding should be part of everything you do as a business; consider every touch point your business may have with a potential or existing customer and what impression you are giving, and is it consistent?
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It is as essential to consider your brand as your business grows as well as in the start-up stages, whether this is just a polish or a sense check to see if it still reflects who you are and what you stand for as a business. Your brand is the first thing potential customers will see and can influence if they engage with you, so it is vital to make sure it is aligned with your core values and target market.
