Branding 101

You’ve decided to launch (or relaunch!) your business - congratulations! One important portion to consider and work on is your branding. 

The Oxford Dictionary defines branding as “the promotion of a particular product or company by means of advertising and distinctive design” - essentially, what you do and how you do it differently from others. As a result, having an effective brand strategy can make a huge impact, particularly when the market is competitive.

Here are 4 questions to get those branding juices flowing… let’s get started!

1. What does your business do?

When branding your business, you must first ask: what does your business do?

It may seem like a simple question to some, but honing in on the answer can pose some challenges, particularly when you are rebranding after changes to business services or products that are being offered. Taking the time to answer this question will help you focus your time and energy moving forward.

And maybe you’re coming from a position where your business has branched out to cover a wider variety of services or products. That’s okay! Take the time nonetheless!

Let’s be clear: the answer is not about what you did in the past, or what you want to do in the future, but what you ACTUALLY do right now! And if you are newly branding, or rebranding, then NOW is the time to get clear on that too!

HOMEWORK: Write down a few bullet points unpacking what your business does!

2. Why do you do what you do?

What got you started - passion? Quick cash? Hobby? Side hustle? Take some time to recall why you began in the first place.

As our businesses grow and flourish, we can easily get caught in the day-to-day dealings and forget what made us initially start. And your why is very important: each of the things you do - regardless of how mundane they may be - should be able to filter through your “why” with ease if what you do and your “why” (a) coincide with each other and (b) are on brand with each other.

HOMEWORK: Write down at least three (3) reasons why you do what you do, and what made you start in the first place. Unpack these in as much detail as possible. As you move forward with your brand, take time to revisit this to stay true to your intentions! And if you are rebranding parse out how your intentions have changed over time and focus on that as you progress. 

3. Who is your ideal customer?

When branding your business, ask yourself: Who is your ideal customer?

Think of both demographics (gender, education, income-level, location) and psychographics (attitudes, aspirations, goals, other psychological criteria).

HOMEWORK: Describe your ideal customer. What do they look like? How do they act? Are there certain details about your customer that are constant? Or are there elements that change and grow over time? Simultaneously (returning to question #1), does your business match the constancy or the growth? Some of these details may unfold as you continue your branding, so don’t worry if more elements come out later.

4. What problem(s) do you solve for your ideal customer?

Phrased differently, what is it that your customer struggles with? Your goal as a business owner is to answer some question, solve some problem, or resolve some inquiry for your end customer. And so, (a) what are some of the struggles that your customers/clients deal with and (b) what portions of those problems do you help to resolve for them? Here is where some of your work can get tricky.

For those of us who are inclined to solve all of our clients’ problems, it can be challenging to focus on one area alone. However, by honing in on one area, you not only become known as an expert in that area, but you minimize the breadth of expectations from your customers/clients. 

This simultaneously manages any team/employee expectations as well. Their job requirements are clearly identified (which provides direction and guidance to their daily work) while allowing them to grow in their own areas of interest, should they want to explore while under your leadership.

Kudos on taking the first steps and moving forward with your brand! There are many more questions to ask as you move through your branding. As you do so, what are some of the challenges you are navigating in your branding/rebranding? Call, email, or submit a contact form and we can discuss with you more!