Updated: Sep 21, 2020
/ˈbrandiNG/ noun 1. the action of marking with a branding iron. "regulations concerning the branding, movement, and sale of cattle" 2. the promotion of a particular product or company by means of advertising and distinctive design. "the process of branding should be considered in global terms"
Unless you have livestock roaming around your office you are probably here for the 2nd definition. It's the one that can make your company a household name or a distant memory. Yes that's the definition in the simplest of terms but it could not be more complex. Branding shapes how others perceive you. Others meaning your customers, clients, critics, competitors and even your employees (if your staff doesn't know what to project look out!). Though, the image that your business portrays is better defined (and BETTER be defined) by you.
But how? Start with these steps.
1. Who is Your Ideal Customer?
If your brand hasn't developed buyer persona profiles or robust profiles of your ideal customers, this is the first place to start. Your buyer personas should shape almost every aspect of your brand identity. Younger or older? Male or female? Professional or blue collar?
Determine what your buyer personas value from a brand. Are they looking for cost savings or the highest quality? Do they want deep relationships with their vendors or convenience? By understanding your ideal buyer's pain points and priorities, you can formulate a relevant identity.
2. What Pain Points Do You Solve?
No one looks for your company because their lives are perfect. Chances are, you offer a product or service that will solve a problem. Example: I love my Eureka carpet cleaner because it keeps my floors clean and keeps me from renting a cleaner or hiring a company. What are you helping them solve? Or do? Or achieve? What burden are you removing from them? Does what you offer enhance lives?
3. What Kind of Personality Do You Have? (HUGE, HUGE, HUGE!!!!!!!)
Brand personality is defined as a "human set of characteristics" that are connected to a brand. Brands with a strong, well-defined personality instantly win some likeability points because customers are able to relate to them on a personal level.
Example: Apple has a reputation for being cutting edge, savvy and forward thinking and they portray that well in every aspect of their marketing.
There are certainly quite a few more points to make but starting off here can certainly get your brand moving in the right direction.
Stay tuned for Part Two. Til next time.
Check us out at www.thenorthendgroup.com. Feel free to contact us if you have questions about branding, marketing, The Avengers Endgame movie or why the Michigan Basketball Wolverines will advance to the Final Four this year.