Branding is more complex than ever nowadays. It requires clarity in numerous areas including the target market, business essence, competitors, positioning, vision, and brand voice.
It’s not about a great logo!
Although the logo is still a part of it, the importance has shifted to other areas, especially in the digital world.
What to keep in mind?
BUILD TRUST
- The right language, tone, and words speak to the customer and are perceived as authentic, direct, and warm. A brand that does this, builds trust with the audience.
- Have a consistent brand identity (colors, fonts, and logo) that attracts the right people and shows the brand personality. Look at color psychology, competitor analysis, industry preferences, and standards so that you’re aware of the market.
- Have a clear brand vision. It is one of the best building blocks for any brand. If you know where you’re going, it’s easier to map out the path to get there.
- Have some social proof to build credibility and trust – even if it’s your personal journey to where you’re at right now. These stories create connections and build authority without trying too hard.
- Be consistent everywhere, in your branding and message, in the obvious and not so obvious places. It builds credibility and shows professionalism.
- Be where the customer is, not just what you like! That’s a no-brainer but if tight on resources, like time or unable to delegate, then be strategic in your platform selection. Choose the ONE where the audience can be easily reached.
BE HELPFUL AND SERVE
- Create irresistible offers for your ideal customers (in its perceived value) making it a must-buy for them. It must solve ONE problem they have immediately and it should align with your core offer (main product/service). This way you’re priming them to come to you when they are ready for the next step in their journey.
- Be transparent as a company with clearly defined values with a clear voice helps elevate that trust into a connection. Speak on issues that matter to you and your customer, not because they are trendy but for their importance to you as a person and brand. These issues can be political, global, or controversial.
- Provide free value without being too salesy. Free value comes in many styles!
- Be customer-centric! Build relationships with your customers and over-deliver to make them feel special. Be amazing so that they boast about you. Make that the benchmark of your service.
