Three Key Strategies for a Meaningful Brand
Branding is about telling your story while establishing expectations for your audience and compelling them to choose you over your competitors. From your website and social media, to client communications and product packaging, you want to create an overall experience that tells your audience what it's like to work with you or purchase your product.
That's so much more than just a logo.
With such a big task at hand, I focus on three areas to lead my clients to the perfect brand solution. By digging deep into these specific areas and using them to guide the design process, the result is a meaningful and timeless brand system that is true to their business and will help them reach their goals.
Reflect your story & style
Of course, your own personal style has influence on your brand identity. Your story is ultimately what gives meaning to your business and what your audience will connect with. People buy from people, not brands. It's important that your brand is an accurate representation of who you are as a business, as well as who you want to be.
What is the overall mission of your business? What values and key traits drive your business?
What adjectives best describe what you want your branding to look like?
What are your short and long term business goals? What do you want to be known for?
Attract your target audience
When designed and utilized correctly, great branding catches the eye of the clients you want to work with and the customers your products are made for. It’s important to understand what your clients want and need, as well as what motivates them to work with you and what they value about what you do. This is often much more than an avatar and about the clients you want to attract as much the ones you want to repel.
What type of clients/customers do you want to attract? repel?
What problem(s) does your business solve for your audience?
How do you want your clients to feel when they look at your brand? What should they think about your business?
Stand out against the competition
Why would someone choose to work with you over another business offering a similar service or product? Whether its your perspective, process or client experience, you have something unique to offer that your competitors don’t. Rather than just comparing yourself to these other businesses, the goal here is to highlight “your thing”, while examining what your competitors are doing well (and not so well) and how you can stand out.
- What differentiates you from your competition?
- What are your strengths that give you a competitive edge in your industry?
- Are there any gaps in the market that you fill?
Want to dig a little deeper?
Download my free Brand Discovery & Strategy Workbook, based on the workbook my branding clients use! It may seem simple, but asking the right questions and taking a deep look into your business is key to reaching the perfect brand solution.