10 steps to creating your brand
There are some eye watering figures bandied about when you read about a branding exercise for large businesses. This need not be the case for you as I can run a half day branding workshop for management and staff if this is something that your organisation has not yet embraced.
Meanwhile, if you're looking for advice about small business branding here are 10 things to consider which will will set you on the right course...
1. Identify your personal ‘quirks’ and make use of them
Your interesting traits, preferences and quirks are like fuel for a good brand. Have a think about what is particularly unique to you, and build it into how you present your brand’s message. Author Seth Godin is particularly good at making his shiny bald head (one full of awesome insight) a part of his brand and a huge part of what makes him memorable.
2. Define your core strengths, and make the most of them
Ask yourself, what do I do that I am most proud of? Position what you do and the way you sell yourself around that (but make sure this aligns with your target market).
3. Research the rest and do it differently
Know how your peers/competition brand and sells themselves, then make your own brand entirely different and unique to you to stand out from the crowd. This could be in terms of colours, wording, pricing packages or your approach to customer service.
4. Be consistent in your positioning
What types of customers or clients are you trying to attract? Are you Lidl or Waitrose? Are you Matalan or Chanel? Your pricing and marketing needs to meet the approval of the customers or clients you are trying to attract.
5. Could you have a signature concept?
Churchill Insurance has its bulldog, Compare the Market has its Meerkats, an endocrinologist client represents the complicated world of glands and hormones through a series of cogwheel images and a GP client that advises on menopause has fragile dandelions clocks that signal beauty in age.
6. Take note of testimonials
How do your clients describe you? Is that how your marketing materials are putting you across?
7. Be consistent
You cannot have playful images and corporate copy. You cannot have a quirky website if it is not congruent with your (your company’s) personality.
8. Bring awareness to a cause
Could you add depth to your brand by engaging with a particular cause or charity? Make sure this is in step with your target market.
9. Be mindful
Your brand is demonstrated not only in your marketing materials but in how you answer the phone, where you choose to network, how you present and the clients that you work with.
10. Reinforce your brand
Use the same colours, the same font, the same images, the same sayings on your website, in your social media activities, during your presentations, even in what you wear…
I hope this has been helpful. You might also be interested in the following two blog posts.