Do I need branding for my business?
Branding is something that you may first consider when starting, but it’s never too late to attend to your branding, it could be the key to growing, attracting new clients or engaging with existing ones.
What is a brand?
A brand is commonly associated with your business’ logo, but a good brand is more than that. Above all, great branding is your business’s personality, therefore, is your brand’s personality fun or formal? Seriously or silly? Firstly, take a step back to think about how you perceive your brand, as well as how your employees and clients perceive you. Asking those questions may throw up surprising answers. Moreover, does what others think match with what you intended it to be or does it go against your aspirations?
What to do if your brand doesn’t match your intentions? Discovering your buyer personas.
The first step is establishing your brand and gaining clarity on what your goals and aspirations are. For example, begin by focusing on who your clients are; age, gender, profession, education level, salary and location are just some of the demographic factors you can take into account, this is your buyer persona. Likewise, if you want to open up your business to new markets, consider the same questions for your dream client. As a result, once you’ve established the basic factors, continue to explore your clients’ attributes. Which supermarkets do they do their weekly shop at? How many holidays a year do they take? What’s their coffee order? For some inspiration, check out these iconic brands.
How does a buyer persona help with my branding?
The next step is to look at the brands your clients interact with and take inspiration from how they communicate with their customers, here’s just a few aspects to consider;
- Logo style
- Colours
- Packaging
- Tone of voice
- Social media content
- Taglines
- Shop interiors
- Price point
- Unique Selling Point (USP)
In conclusion, with all this considered you’re now able to begin refreshing your brand with a clear idea of the design direction you’d like to take your brand in. By aligning with the brands that command your clients’ loyalty you will be considered a viable option when it comes to buyers making an informed decision. This is referred to as brand recognition, you can find out more about this here.
Too busy running your business to do the research? ensity can do the heavy lifting and help you discover your buyer personas, as well as interpret that into a brand that aligns with your aspirations and unleashes its potential. Get in touch to claim your FREE 45-minute consultation.
Ensity – A creative design and marketing agency based in Lancashire, providing branding, website design, marketing, and content creation.
