How to make your brand unforgettable
We know how it is, you have an amazing business idea but you haven’t the foggiest when it comes to making it stand out in a busy marketplace.
The chances are your business idea isn’t 100% original, and that’s fine; we live in a world where we are inundated with the same product or service. That part doesn’t matter and shouldn’t stop you, what does matter is that you build a brand around your product/service that is unique, so that when it comes to selling your product or service, you immediately stand out from the crowd, establishing trust early on.
We are a design agency - there are millions of design agencies and we sell the same service (branding) as thousands of others, but this doesn’t matter because we have created something special and distinctive. Our brand cannot be compared to another agency now because even though we sell the same thing, the way we have positioned ourselves is completely unique.
How have we created a unique brand in a crowded marketplace?
We only work with conscious businesses who want to inspire a positive change.
We have built a community, not just an agency.
We are a resource for businesses, not a sales pitch.
We share our personal story and journey.
The way we have branded ourselves and the way we brand each and every lovely client is always the same. Before we dive in to the visuals we use discovery and strategy to create a solid foundation for any brand. Follow the points below and download our brand strategy template to create a brand strategy for your business.
who are your Target Audience
Here you need to look at your target audience, discover who they are and then speak directly to them. Your “target market” is a specific group of consumers that your business will target with it’s products, e.g. 20-30 year old females. Your "Target audience" is a bit narrower; it refers specifically to the group of consumers targeted by advertisements, e.g. 20-30 year old women interested in yoga and meditation.
2. WHAT ARE YOUR BENEFITS
The features of your product or service is going to be the thing that ensures you sell successfully. You should divide this into two sections: The emotional benefits and the functional benefits. People buy with their heart first and their head second. By determining your business's functional and emotional benefits you can appeal to your customers on an emotional level and then further back it up with functional benefits. For example “I really love that scarf, I want it...well it is coming to the end of summer and I do need something warm for winter”.
3. Competitor analysis
Always keep an eye on what your competition are doing. There’s a saying we love and it’s goes “work until your idols become your rivals”. The only way you’re going to stand out amongst your competition is if you offer something special that they don’t. Follow what they do, what they don’t do, what people say about them, what your friends think about them. Write it all down and keep it to hand, always be thinking of how you can offer something that they don’t, this will give your business an edge.
“Your brand is the single most important investment you can make in your business”
– STEVE FORBES
4. YOUr key message
Do you want your business to be perceived in a certain way? Do you want your customers to remember you and describe you or your business using certain words? Then you need key messages. Key messages are the main points you want your target audience to hear and remember. They create meaning and headline the issues you want to discuss. They allow you to control communications and enhance relationships with your target audience. To ensure you get your point across it is essential to establish your key messages before any communication across your business. Example: Instead of saying “Our agency is the best in digital marketing,” you could say, “Our agency has drastically improved sales for sustainable and ethical businesses, creating a positive impact for themselves and for their environment.” Key messages should be fluid, persuasive and should motivate your audience to action.
5. YOUR VALUES
When building a brand, it’s not enough to create a great product or service and end it there, if you want your brand to have any sort of longevity, you need to build strong relationships with people and that requires something more: transparency. People want to see your brand as a whole entity. They want to know not only what you do but what your brand truly values and believes in.
Purpose: Why do you exist?
Vision: What future do you want to help create?
Mission: How do you create that future?
Values: Who are you? How do you work?
6. Create a brand persona
If your brand was a person, what person would it be? This is a fun and very effective way of developing your brands voice and personality. How do you want to be perceived by your audience? Are you fun and quirky, or conservative and formal? Creating your brands personality will determine how you communicate to your audience and the tone of voice that you use - by creating a brand persona, you are ensuring your brand stays consistent throughout all aspects of your business.
Let’s round it up…
If you were going to build a house, you wouldn’t jump straight in and start laying bricks, you would need to build foundations. This is exactly what a brand strategy is, it lays the foundations on which to build a solid brand.
Notes to take away
To make your brand unforgettable, you need to know who your targeting it to.
You don’t need a unique product/service to build a unique brand.
Build a strong connection by having your values up front and centre within your business.
Know who your competitors are and find out what makes you different.
Let people see the personal side to your business.