How much thought went into your brand when you started your business?
Probably not a lot.
I would imagine you decided what business you wanted to start, paid a web designer to out a small site together, spent hours/days/months (delete as appropriate) writing the content for said website and then…well, that was it.
Along the way, you probably added a newsletter, brochure and a few social media channels, but without a huge amount of thought about how they all work together.
But for your business to stand out, it’s essential you understand what your brand is and how your customers see you.
Knowing your brand
Your logo isn’t your brand.
Your brand consists of your colour palette, graphics, design, a tone of voice, perception, personality and it’s about you.
Are your values shining through?
Let’s go back a step or two.
A big part of your brand identity will come down to your business values, your customers, and their needs. That’s a lot to get your head round, but it is vital if you’re to position yourself correctly in the market.
If you don’t understand your customers how can you position yourself correctly to attract them?
You are aiming your products and services at a particular market segment, so the way they are ‘packaged’ has to meet your audience’s needs and expectations.
This packaging includes:
– Your website copywriting and look
– Marketing materials
– Business cards
Surprised by the last one?
You shouldn’t be.
You are your brand (just as with a large corporation, it’s people are its brand). If the way you come across (and look) don’t match the image your business portrays online (or through your literature), your customers aren’t going to feel comfortable because of the disparity. It would be as though you’re trying to pass yourself off as something you’re not.
A consistent and well thought out brand will instil trust. If your website reflects your business’ values and activities through its words and design, your customer will instantly understand what you are offering them. It will give them an idea of how expensive you are likely to be, how open and approachable you are and whether you are a progressive company.
Take a good look at yourself
Once you begin to appreciate the complexity of what makes up your brand, you can start to work on your image and that of your business to project a consistent message.
Before you decide on the look and feel of your marketing materials and messages, think about who you are and how you want to be perceived by your customers. This will give you a clue as to the tone of voice you should adopt and the style your visual presence should take.
For help and advice about the tone of voice for your brand, get in touch with Sally at Briar Copywriting.