How To Define Your Brand

Think of your favorite product. What makes you love it so much? It solves a problem, it fills a need.

But there is more to a product than just what it can do, the packaging, the quality, or the logo on the box. There is also the way the product itself, and the sum of all its parts, makes you feel.

When we use social media, write blogs or articles, or leave comments, we’re developing our personal brands (like it or not). For some of us, it’s unintentional.

Creating and earning trust from your brand helps grow awareness and might just help you understand your personal brand or product better.

“Your brand is your public identity, what you’re trusted for.

And for your brand to endure, it has to be tested, redefined, managed, and expanded as markets evolve. Brands either learn or disappear.”

From developing your personal brand to starting a small business, everyone has a brand to promote. Why? Promoting your brand, whether personal or corporate, can help you identify your target customer and your own personal view on what exactly you are selling.

This can build your network or earn you a job. Building a corporate brand can help grow awareness, build customer loyalty, and solidify your general marketing strategy.

The hard part is identifying.  Follow the tips below to pinpoint your brand and start to grow your identity.

1. Identify Why You Are Selling

It is easy to say that you are selling cars or website development, but that isn’t deep enough to help you build your brand. If you can go deeper, more emotional, and say you are selling the ability to take adventurous road trips or selling the ability to communicate company culture to clients, your brand starts to take shape.

When trying to develop your brand, go beyond the, “I want to get hired” mindset and push through to answers that describe what you bring to the table beyond the special skills on your resume.

2. Discover Your Values

Defining your values, such as friendly, techy, modern, comfort, can help you choose the more tangible parts.

For a business, try to focus on your culture and products, not just your brainstorming team. For a personal brand, remember to describe your professional self rather than the person who hangs out with your friends.

If your brand is modern and simple, consider a logo with simple lines and no fuss. If your brand is creative and fun-loving, incorporate bright colors and movement into your website.

3. Remember Your Audience

After determining values, designing logos, and brainstorming advertising campaigns, the next step is to take your audience into account.

Top executives may not be looking at your social media as much as a millennial. Tone and voice are key when speaking to your audience.

4. Create Continuity

The brand is in everything they do. Take that list of values and try to put them into physical manifestations: logos, service guarantees, t-shirts, ice cream Fridays.

Anything you can do to make sure your brand is getting into the minds of everyone surrounding the company, from customers to employees to people passing your office window.

5. Allow Adaptation

All businesses, especially small ones, experience change. If you notice your company changing, it’s time to reevaluate. Create an entirely new brainstorming session about your product and values and note any changes that you see.

Decide if you want to move forward with these changes or if you have simply gone off message. Good brands allow adaptation. Great brands rarely have to.

Brands are difficult to start, but once the groundwork is laid your company will be able to move forward and avoid some growing pains. Use these steps to build up yours and see just how much you were missing.

Need help with your company’s brand strategy? Email LBDIGITAL today to see how we can help you strengthen your brand.

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