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Creating a Signature Brand will help to distinguish your business from your competitors and is crucial to successful business growth.
Don’t confuse your business logo design, website, brochures, or other marketing materials with your ‘brand’. While these are all important branding elements used to convey your brand message, your ‘Brand’ is much more.
Your brand is the perception others have of you and your business. It’s your promise of value. Your reputation. It’s important to recognize that a strong brand is built over time. However, one inappropriate action can tarnish your brand overnight.
Creating an effective Signature Brand requires deep soul searching to determine your business’s true strengths and establish the principals that guide your decisions and actions. To create value for your business you must uncover unmet needs and opportunities that relate to your prospects, customers, or markets.
4 steps to develop a Signature Brand for your business:
1. Define your Brand Attributes.
List adjectives that describe your business characteristics; unique qualities; guiding principles. Be authentic. Trying to be something that you’re not is extremely difficult to maintain and will often result in a confused brand and marketing message.
2. Define your Brand Strengths.
List your brand strengths and achievements; things that your team is naturally good at and your customers consistently praise you for.
3. Define your Brand Promise.
Your brand promise is what you guarantee people will receive when working with you. This is where we start tapping into the emotions – the experience that other people have when they think about your business – your brand.
4. Define your Brand Essence.
In order to create an emotional connection with your target market you need to blend the elements above to develop your brand story. Tweak and refine until the message, your authentic values and benefits, defines the heart and soul of your business – your brand essence.
After you have defined each of the above elements, you have your Signature Brand.
At this point there are a few things you need to be mindful of when building your brand. Such as staying on-brand. Make sure you incorporate your Signature Brand message consistently throughout all of your branding elements. These are the things we spoke about earlier – your logo, website, business cards, the fonts you use, the colours you choose, your vehicles, your signage, your office, your clothing. Absolutely everything! You need to be constantly communicating your brand. Your brand resides within the hearts and minds of your customers, clients, and prospects. It is the sum total of their experiences and perceptions – some of which you can influence, and some that you cannot. Spend time listening to them. Who’s needs aren’t being met? Invest in research in an effort to support them. After all, your brand is the source of a promise to your customer. It’s a foundational piece in your marketing communication and one you do not want to be without.
Mystique’s branding capabilities include:
Literature System Design
Contact us us now if you need help to Create your Signature Brand.