Branding is what connects your business with your customers. This is where you set the tone, style and message of your business so the world knows who you are and what you do. As you begin to build your new business, there are several questions that you must ask yourself. Knowing the answers to these questions will help you understand your brand’s identity. Developing a meaningful brand identity to grow all of your marketing initiatives from is key to building consistent touchpoints with customers.
First, you’ll need to know the story of how you got to where you are. Your business didn’t fall from the sky, it’s a product of your hard work and determination, so let your customers know what it means to you.
1. Why did you decide to start this business?
2. Who did you start this business to help?
3. How will your product or service will help these people?
Answering this third question will require you to think about your competition. Customers need to know what makes you different from everyone else.
4. What do you do better than your competitors?
5. How do you have that advantage?
Now that you understand your company’s story and competitive advantage, you need to consider your messaging. What you tell customers about yourself is only half of your brand story. Your customers are responsible for completing the rest. The way they feel about your business will become your reputation. Therefore, you need to send a clear, consistent message to tell customers about your unique purpose and how they stand to benefit from it.
6. What do you want customers to know about your business when they first hear of it?
7. How do you want customers to feel when they interact with your business?
8. What actions will you take to make sure they feel that way?
By answering these questions and referencing those answers whenever you make a decision about your brand, you will begin to construct your brand foundation. Having that unique purpose at the center of your business will remind you what makes you different and what your customers expect of you. Consistency is key, so setting a solid foundation will make every decision easier down the road. Once you have these answers, you can start thinking about the first brand touchpoints you’ll have with customers: your name, your mission, and your unique look. Having a clear brand foundation will set the guardrails of what you should and shouldn’t do as your business grows.
Whether you’re just starting your business or you’re looking to make a change, if you need help answering these questions or taking the next steps, TruBrand Marketing can help. Check out our branding services to learn how we can help you take your business to the next level.