Gary Vaynerchuck, Russell Brunson, Neil Patel, Amy Porterfield, Jenna Kutcher… each of these marketing experts want you to do one thing: build your brand!
We want you to do that as well!
Building a brand, however, is easier said than done.
What all does this include? Well, there is the logo, colors used, how the logo is used (and not used), the website, social media, language…
There’s a lot that goes into building a brand!
How thorough your brand is, is dependent on how deep into your message you want to get.
Here are a few thing you can do to build your brand.
Build Your Brand
Start With Your Customer In Mind
Your brand should not be about what you want it to be, it should be who your ideal customer wants to work with.
The only way to know if your brand is working is by the customers who pay – not what others say.
Consider these things when starting with your customer in mind should be these basic demographics:
- How old is your customer?
- Is my customer a male or female?
- Where does my customer live?
- What is your customer’s income level?
- My customer has a problem; what is the number one problem my customer has?
- What is contributing to your customer’s problem?
- How do you solve this problem?
There’s more to consider about your customer, and Hubspot wrote a great article for putting this customer persona together.
Determine Your “Feeling”
Once you know who your customer is, you need to determine how you want your customer to feel.
For instance, do you want to invoke the feeling of peace? Anxiety? Excitement?
By taking your customer’s thoughts and feelings into account before you solve their problem, you can determine how you want them to feel.
Smile Direct Club did an excellent job taking this into consideration when creating their brand.
They knew that their customers often felt embarrassed by their teeth. How do they solve their problem? They straighten them with their affordable aligners.
However, rather than showing a before and after of teeth (which focuses on the negative), they highlight the feeling after they fix the problem.
They show joy through their statement, “A smile worth smiling about.”
Determining will lead to utilizing the right colors, styling, and language used to speak to your customer.
Think of Longevity
Longevity of a brand is one of the most important parts of a brand. Without it, a brand will eventually and become obsolete, or need constant change.
Now, change is not a bad thing, but change should also be done strategically.
If the logo or website is changing every two years, there is a branding issue.
Your Team Is A Part Of Your Brand
Just for emphasis, I’m going to write again. Your team is a part of your brand!
From the bottom to the top, everyone within a company is a representative of the brand.
If there is no consistent way in which customers are dealt with or how the company speaks as a whole, there is a lack of brand integrity.
On that note, what is brand integrity?
A brand’s integrity is it’s ability to stay consistent across the board.
As Michael Hyatt has said, if it is not consistent, it’s non-existent.
In order for a brand to thrive and do well, the team must maintain brand integrity.
Get to Designing
Of course, no brand is complete without a visual element to it.
Which is why, after taking everything into consideration (Who your customer is, the feeling you want to invoke, longevity of the brand, and your team), you need to put a design to it all.
It’s always recommended that you outsource this to someone who truly understands what you are trying to accomplish as well as can do a wonderful job putting together your design.
From the logo to website, and even promotional products, it should all flow together. (Remember, brand integrity, right?)
If you’ve got all of that together already and ready to take the next step of getting promotional products, then we’d love to talk with you!
Just reach out, and one of our promotional product experts will get you started.