In this day and age, marketing, business, and the internet are bundled together into an unspoken package deal. As if starting a business wasn’t already hard enough, right?
Now, you have a laundry list of “side-projects” to get done–likely entirely powered by your own ideas, knowledge, and talent…. and unfortunately, not everyone is inherently skilled with marketing.
But I’m here to help, and so is DesignX Media. (I had to include at least one shameless plug)!
If you saw this article, clicked the link, and made it this far… I can only assume So, you’ve decided to start your own business. So, first and foremost, Congratulations!
Now, you’re tasked with creating a brand that not only catches people’s attention but also resonates with your target audience. This is likely just as overwhelming as it is exciting, but that’s why we’ve created this comprehensive guide to help you navigate the labyrinth of branding creation.
CONSIDER YOURSELF
Building a brand is more than just a logo; it’s about telling your story, creating a memorable identity, and fostering a connection with your audience.
Understanding the soul of your business is the foundation upon which your brand will be built. People connect with narratives, and a genuine brand story adds depth and authenticity to your business, making it more memorable.
GET TO KNOW YOUR AUDIENCE
Now that you have your story, you need to know how to tell it. Or in more technical terms, you need to tailor your brand messaging to resonate with your audience.
Find out your audience’s:
- Demographics
- Interests/Preferences
- Dislikes/Problems (because maybe you can solve them!)
This information will also help you figure out how your audience interacts with content (including promotional content) and how they interact with each other. You’ll know how to speak their language which will catch and keep their attention.
WATCH YOUR COMPETITION
I know that sounds a little creepy, but it’s always a good idea to see what’s been done and what’s being done.
What kind of messaging are they already responding poorly to? What messaging do they respond well to? What is something different you can offer your target audience that isn’t already being offered?
Scoping out the competition isn’t about copying; it’s about differentiation. Find out what’s working for them, and more importantly, what isn’t working, and identify gaps or opportunities to distinguish your brand.
DISCOVER YOUR BRAND’S IDENTITY
It would be incredibly difficult to truly brand your business without being vulnerable, honest, and, well, you-nique. (Okay, that was bad. I’m sorry).
Are you the friendly neighbor, the tech-savvy innovator, or the classy trendsetter?
Define your brand’s personality, and let it permeate through every aspect of your business, from communication to visual elements.
VISUALIZING YOUR BRAND
Your visual brand is the face of your business. You’ll need a logo, yes, but you’ll also have to choose branding fonts, colors, and a few basic guidelines. These visual cues will become your calling card, your signature… They will be linked with your business, making it easily recognizable over time.
Here are a few things to consider as you choose your visual elements:
- Use your brand identity as a reference. Is your brand old-fashioned, muted-toned, and minimalistic? Or are you bold, brightly colored, and modern?
- Ensure your fonts are readable. There are endless font options out there these days, but are some of them practical? If no one can read your logo, your graphics, or your website, you won’t get very far.
- Once you choose your elements, stick with them. Matching your color and font choices according to your brand’s personality reinforces your message.
Invest time, thought, and if you can, money into your logo as well as your overall design scheme. It’ll be the first impression you give your audience… Make it count!
INTERACTING AS YOUR BRAND
Similarly, your brand voice should act as an extension of your brand identity. Establish a tone of voice that aligns with your brand personality and use it across all communication platforms (i.e. emails, social media, website content, etc.).
You only need to remember one thing here… Your audience can’t connect with you if they can’t trust you, so be sure that your voice (and therefore, your personality) is consistent. It builds trust and makes you more relatable.
STAY FLEXIBLE
Arguably, the most crucial piece to refining your brand is to listen to your audience.
If you have the resources, ask a few members of your target audience to critique your branding choices to the best of their ability. Otherwise, you’ll have to rely on a test as old as time: trial and error. For this to work, you’ll need to:
- Pay attention to how your audience responds to you. Look at your comments, emails, analytics, and if you have current clients, ask them for feedback too. Your current audience is your most valuable asset. Utilize it if you can!
- Use this data to tweak your branding as you go. However, be sure to change just one thing at a time, so you can tell more accurately what’s working and what isn’t.
Remember, failing doesn’t end your journey, it just gives you more tools for when you try again.
THERE YOU HAVE IT!
By following these steps, you’ll be on your way to creating a brand that not only stands out in the crowded market but also builds lasting connections with your customers.
If you still feel lost, we’re here to help! As a small business, DesignX Media works with you to maximize results within your budget.
To learn more, book a consultation here.
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