I rarely talk about branding, mostly because I have struggled with the branding of my own business and it sort of makes me uncomfortable.
Like a teenage girl wearing her first bra when she’s got enough boobs but not really. It’s confusing, it’s intangible, and its like going through puberty- you know your business is growing and changing, but into what exactly?
Defining that moment can be hard. Both for teenage girls and for businesses. It is necessary to stop and refresh your branding from time to time. Or umm if you’ve never put much thought into your brand, now’s the time.
What branding is all about and how to build your brand
A brand is simply an identity. It’s a business personified.
My friends and family have come to know me personally, they know what I stand for, what I like and dislike, my philosophies about life, how I raise my kid, my values, and my character.
They know me so well because of what I say, and what they see me do on a consistent basis. This becomes my identity, my character, it’s how they define me. Not really how I define myself.
Your brand is no different
Your brand should communicate to your customers who you are, what you do, why you do it, and know how that effects them.
It’s not just about logos, and pretty letterhead, although visual elements are a part of branding that matters. It’s probably the part that matters the least. Especially in this awkward teenage pubescent stage a lot of us have gone through in business.
Communication is key
Your vision, your mission, and the why the hell you do what you do
What’s the why behind what you do? What’s your vision? What’s your mission? It’s not important that you write up a pretty company mission to plaster on your business plans and various other places that no one cares about.
It’s important to clearly know your vision and mission because that’s what you’ve got to clearly communicate to your customers. That’s the beginning of building a strong brand.
Building a brand is building a connection between your business and the customers and that’s only done through great communication
Rethink, revamp, and restore your vision.
Evaluate your audience
Now that you are growing no doubt your audience has grown and probably shifted a bit. It’s time to take another look at it. Remember, communicating is a two way street. If you are going to effectively communicate your brand then you have to know who you are talking to.
Your products and services
Go back to the why, the vision, and the mission. Are your current products and services in line with them? Maybe your audience has shifted in such a way that you need to adjust your offerings.
Where are you communicating with your customers? Is it social media? Your blog? You need to make sure that your message is clear on whatever channels you chose to communicate. You made need a Facebook makeover. You may need to re evaluate your content strategy. And you may need to adjust what you say and how you say it.
The bottom line is that every sinle interaction you have someone is building your brand. Be clear, be consistent, and never forget THE WHY!