What Does "Branding" Actually Mean?
Good business branding allows you to charge a little bit extra than a similar product that has little to no branding. People are probably telling you all the time that you need to build your brand, but what does that actually mean? Let’s take a look.
What is Branding?
Your brand is what separates you from your competitors. There are three very important factors to look at when defining your brand.
1. Who are you?
Are you a luxury product or service that comes with a luxury price? Or are you a cost-effective product or service that is high in value? Are you the experienced vet in the industry? Or are you the innovative company that has changed the game up?
2. Who do you want to be?
What do you want to be known for? What strengths do you have compared to what you need to work on? One thing to keep in mind is that you can’t be everything. Chasing after being perfect in every aspect of your industry will only allow you to be average at everything. Peyton Manning wasn’t good at everything but he is considered one of the greatest because he was really great at a few things.
3. How do people perceive you?
Do they notice you for who you are and who you want to be? Your website, packaging, promotions, marketing strategy, and ultimately your logo need to showcase what your brand is all about.
When you answer these three questions honestly, then you are able to work on having these three questions inch closer to having the same answer. When you promote your business for who you really are, you can appeal to the right target market and deliver on the customer’s expectations.
Defining Your Brand
When you are going through the process of defining your brand, it feels a little like “soul-searching.” It can be time-consuming and even a little uncomfortable at times. To help guide you through the process, here are some questions you need to have answered:
- What is your mission?
- What benefits do your services or products bring to the consumer’s table?
- What is the initial perception of your company?
- What qualities do you want people to notice and associate with your business?
Don’t just pull your answers out of thin air. Start researching the habits, desires, and needs of your current and ideal customers to keep you in line with the people who are going to use your business.
Tips to Evolve Your Brand
- Develop a masterpiece logo
- Declare your brand messaging
- Integrate your brand into everything you do (apparel, email signatures, social media, website, etc.)
- Create a brand personality – professional vs personal
- Develop a meaningful, memorable, concise tagline that captures the core values of your brand
- Be true to yourself and your brand
- Be consistent
When you decide who you are and who you want to be, the goal is to have people perceive you in that way! The way to do that is to promote yourself on platforms that your target audience will notice and internalize your content. If you need help building and executing your marketing strategy, click the button below to schedule a free consultation!