Thinking about rebranding or starting a visual identity project? Clear the air and answer these five questions. They will help deal with the big decisions before you embark on the process.
No matter where you are in your brand journey, intentionally understanding your ‘why’ and why you are seeking a new brand identity is essential to an outstanding solution. It may be as simple as laying the branding foundations, and implementing process to set you up for success. It may be that you’re a few years into your journey, and your current brand needs alignment with how you have grown. Or it may be that your brand works, but it isn’t exceptional. And, to level-up to the next stage of growth, a process to seek a strategic brand is needed.
Whatever your ‘why’, ensure you consider it. And think about the pros and cons associated with this next step. Branding is not only a time and financial investment, but it is also an emotional and physical commitment to your business. And yourself. So you want to get it right, and find a partner that is connected to and supportive of your brand and business vision. This is not a one woman or man show. It takes a team.
A promise is defined as a commitment, declaration or assurance that a particular thing will happen. Developing an offer, and understanding who you’re selling to, isn’t the sole answer to what you do. Your service, product and experience are underpinned by delivering on your promise. Your word. What you do uniquely for others. What benefits and makes your customer’s life oh SO much easier. When building a new brand, ensure that the strategy constantly and deeply delivers on your promise.
Are you energetic and responsive? Are you wholesome, brave or maybe more left-of-centre? Do you work with clarity, conviction and sincerity? Every brand despite how small or large it is, should be imbued with a set of behaviours that echo holistic, human connection.
What are your existing brand behaviours? If you’re already set up, WHAT do your audience, clients and collaborators already associate with you? What will they want to see carried through with a new brand? Brand behaviours help clearly define how you will connect with others. Your buyers aren’t just a market, they are people who are intrigued by connection and authenticity. As PureMatter CEO and TedTalk speaker Bryan Kramer once said, there is no more B2B or B2C. Only H2H. Human to Human. Speak to others in the most real, honest way possible and they will hear you.
When undertaking the process of branding, you should consider how it will impact your existing community. Sometimes a rebrand is simply necessary. Many of today’s businesses are looking to develop brands to attract younger demographics to widen their base. In this case, it’s important to ask whether the core functions, approach and offering of your business will change too. If so, how that will impact any loyal customers you’ve already engaged with. In turn, if you’re creating a brand from scratch, it is crucial to undertake market research. Understand how your audience will be receptive to your exciting new business.
You exist to solve a challenge for another business, entrepreneur or an individual. This solution should be at the heart of your ‘why’. It drives each communication, service and action. This is an important component of branding too. Ensure it is woven into your brand strategy and how your brand identity is harnessing marketing to your audience. First impressions and experiences count: continually link back to how you solve these problems.
The way to figure this out if you’re just starting? Learn as much as you can about your audience, their behaviours, desires, needs and broad ranging concerns. Delve into these thoughts. Interview potential clients, and understand how you can shape your offer around what they’re looking for. You never know — this may help you stand out in a way that you initially hadn’t realised! What a bonus.
Trust me, the process of answering questions before you embark on the branding process is worth it. It WILL make the whole journey much smoother… and enjoyable! Today is new day and there are so many possibilities with your business.
I am always keen to hear about what other entrepreneurs or businesses are going through, either on a professional or personal level. Do get in touch if you fancy a chat.