How to Define Your Brand
In order to create a successful brand, you first need to define your business. All kickass brands have one thing in common: they’re all unique and know exactly who they are. They aren’t wishy-washy with what they’re selling and how they are selling it. In order to define your brand you have to do some soul searching about your business and answer questions in order to create a successful, refined and cohesive brand.
WHAT IS THE STORY/MEANING BEHIND THE NAME?
The charms of small businesses is the personal aspect. Customers want to work with businesses that are personal and transparent with their goals, personality and why they created a business.
WHAT IS YOUR MISSION STATEMENT/VALUES?
This relates to the above point in which customers want to purchase things from a brand that can make an emotional connection with them.
WHAT IS YOUR UNIQUE SELLING POINT (USP)?
This will help you seperate yourself from your competitors in order to succeed. This could be anything from the experience, product or services, any niches, and other factors that will influence a customer in purchasing from you other than your competitors.
WHO ARE YOUR COMPETITORS?
By finding out their USP, products/services, target audience you can give your business a boost by figuring out their strengths and weaknesses and incorporating it into your brand. (NOTE: It's important to not get too caught up in this as you will lose sight of your own business. To succeed you need to pave your own path and this branding will help you do exactly that!)
WHO IS YOUR IDEAL CUSTOMER?
By fleshing out and personifying your ideal customer you can figure out ways to attract that person an deliver their exact needs/wants. This relates to your target audience but we can fully flesh out your ideal customer, including their interests, personalities, habits and environments. All of this information can help you market better towards them and attract them easilier in your marketing/social media efforts. We can do this by utilising an incredible tool called YouGov Profiles which will find you in-depth customer profiles for free. This website will you all the necessary information about competitors and their customers that you can utilise in figuring out your own. How does this help you?
By figuring out your client’s likes and dislikes you can use that information in helping creating a better experience for them. This might include playing music that your client will like, or creating an environment that they can feel at-home in. By learning your ideal customer’s income you can price your products/services accordingly.
Furthermore this information can help you market content better pertaining towards them. You now know all their favourite things and what makes them tick, so it will be easier to find relevant content to post on social media or on your business blog that is more likely to engage them. Also, if they're spending 50+ hours a week online, you may want to consider how active your business is being online too!
WHO ARE YOU INSPIRED BY?
By keeping a list of businesses or people that inspire you as a business owner you will find an endless supply of inspiration and motivation that will support your business’s growth.
Whether this comes from their mission statement, visual identity or social media content this can be your ambition and motivation. Through asking this question I can also look for any recurring themes or styles you prefer and keep that in mind while developing your visual identity.