Part 1 of 2
Your brand is your company’s identity; it’s completely original and unique to you and your business’s mission. The message it portrays will fill the minds of both current and potential clients; it separates you from the rest of the pack. If done correctly, branding your company will help define yourself as a leading force in your sector, but where do you even begin?
To brand yourself successfully, you need to spend some quality time figuring out who you and your team are. You need to be honest with yourself in order to figure out what makes you great. Get out a pen and paper and jot down any answers that come to mind. Consider what particular factors of your business shine and in what ways these factors separate your company from the competition. What are the core values and long term goals that you wish to share with the public? What elements of your team’s personality should be represented in the brand? In what ways will you ensure that the message of your brand is shared with your audience?
Most importantly ask yourself, why. What is the reason you get out of bed every day? What is the purpose of your company, why is your business unique and why do consumers need your product? This Ted Talk, featuring Simon Sinek, sums up this concept of asking why nicely and how asking the right questions can lead to successful business.
Focus on who matters:
Of course, branding also needs to appeal to your customers and to please them in the best way possible; you must do your research. It is important to gather information about your industry and your business, who are your consumers? What do they enjoy? What do they do in their free time? How do they communicate with their peers? What makes them happy? And most importantly, how can you help them solve their problems? It is crucial to discover what information can aid customers so they can actualize their vision.
Connect with your Customers:
An article on HubSpot recommends that companies should find a way to connect with your customers on a deeper, more emotional level. The article asks: “Do you give them [your clients] peace of mind?” By discovering both the physical and emotional needs and desires of your customers, you can adjust your efforts to help them be successful.
Answering these questions can provide an accurate representation of your customer base. To create a simple overview of your clientele, you must group your current customers and record the characteristics of optimal clients that your business interacts with frequently, this is creating the coveted list of Customer Personas. Before publishing a blog, picking up the phone or promoting an advertisement, checking the list of customer personas can ensure efficient communication and a pleasant interaction for both parties.
In the quest to please your customers, do not forget who is essential to the entire process: you and your team. In order to create the best experience for your client, it is essential to assure that the brand is represented accurately across all fields of your company. The branding should include a consistent, congruent message which is recognizable across all sectors: from customer service, to social media to your website. If you are looking for inspiration, check out this great article by Muzli.
If you appear open, friendly and genuinely concerned about the needs of your clients, you are creating an inviting environment for your customer while simultaneously establishing trust. By offering advice, you have created an excellent opportunity to promote your brand and showcase your company’s values and personality. It is important to remember not to force your product or services upon potential customers, it could create a barrier between yourself and them. Offering advice and consultation makes you genuine, positioning you as an advocate for your customers.
Study your Competition:
After some deep contemplation, turn outwards and start analyzing your competition, ask: What works well for them? What makes them successful? How do their strengths and weaknesses rank against yours? After compiling all of this information, take note of the recurring ideas, feelings, and emotions which are conducive to your business.
Furthermore, the advantage of taking these steps before developing a branding program is that it provides a benchmark. As you implement your new strategy, over time you will be able to measure improved conversions and customer loyalty. All in all, research allows you to measure results using objective metrics.
At Bytelion, we wish you success as you start developing your brand. We sincerely hope we can help you. What kind of blogs would help your business? We would love to hear from you, and if you have any questions please comment below and subscribe to our blog here.
Stay tuned for part 2 on how to begin building your brand.
Want to find out more about customer personas? Click here