In a sea of a thousand and maybe even millions of online businesses, how is your business going to stand out? How are you going to attract potential clients and make them see that you are worthy of their attention? The answer is to create a powerful brand identity that will help you attract the right sort of clients – people who love your business, your values, your work, and who pay what you are worth.
Your brand will allow your customers to recognise you – what you want to be known for. It consists of many visual elements like your name, logo, tagline, colour palette, typeface; but also a brand is an emotional connection. How do you want your audience to feel when they see your posts and message? Your message communicates your brand’s personality and cultivates recognition and loyalty.
So now that we’ve established how important your brand is, how exactly are you going to build it? Here are the five essential questions to ask yourself.
What is it you want to be known for?
List down the qualities that you would like your business to be known for. From this list, identify the top three emotional responses that stand out for you. Of course, you wouldn’t want to get the keywords that are already something that is expected in your business. Consider who your audience is and how they want to feel – it could be words like refreshing, or elegant, or romantic – something that sticks to your followers.
What makes your organisation unique?
Don’t hesitate to show your personality because that is what will make people attracted to your brand. Inject something in your brand that is authentically you. The brands that are most successful are those that are unique and authentic – something that is relatable. Try asking around your friends which words they would use to describe you. Which of these resonate? How can you add more of that to your brand?
What are your company’s vision and goals?
Successful entrepreneurs build their brand around the goals of their organisation. Ask yourself what your business is really about. It is important that you send out a message that is consistent with the objectives you want to pursue with your business. Choose colours, fonts, and feelings that represent who your business is at its core: for example, if you want to be the best, the fastest, the ultimate in your industry, choosing dramatic colours and modern fonts rather than whimsical, romantic ones will better convey your vision.
What are your business values?
Your business values are the foundation of your business. Your values identify the core of your business and how it operates. Are you all about equality, or growth, or value perhaps? Consider these core values whenever you communicate with your audience. The words or tone you use in your writing and video – even graphic design can reflect this perfectly.
Who is your ideal client?
If you haven’t done it yet, identify your ideal client. When you are clear on the type of person you want to attract, it is far easier to create a brand that is authentic to you, but also attractive to them. Knowing you want to attract young mothers under 25 years of age will give your business a far different look and feel than trying to attract male executives, for example.
When you’re ready to start building your brand, take some time to reflect on these questions above so you can create an overarching feel and goal for your brand. Make sure you do this before you delve into the nitty-gritty aspects choosing fonts, colours and everything else, to ensure your brand is a success.
Are you building a brand just now? What are you using to guide you? Leave a comment and let us know!
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