THE FOUR STAGES TO FINDING YOUR TRUE LOVE...
OOPS, WE MEAN BRAND
Finding your voice as a brand is like finding true love. True love is more than meeting someone with common interests. To find it, you have to be willing to be vulnerable and put yourself out there.
If you're ready to fall in love with branding and become so much more than just a business, this post is for you!
This is the quick version of the business to brand transformation. We walk you through the four stages to find your voice as a brand - from crafting your mission and value statements to defining your target customers, conducting market research, and finally creating a visual identity for your brand.
Step One: Create Your Dating Profile
Discover your True Self
Okay singles, it's time to create the dating profile that's going to make people see how awesome you are. This section is all about YOU. It’s time to dig deep and figure out who you are and what you value.
These questions help you to put together a cohesive origin story. This is the time we put pen to paper, so your brand story isn't just a bunch of jumbled ideas in your head.
Answer these questions to get started.
How did your company begin?
What is your mission as a business? In other words, how do you plan on solving your customers' problems? Why is this important to you?
What is your vision for the company? In other words, how do you want your company to impact your industry? Your clients' lives or outlook? In 5-10 years, what do you see for your company? How do people perceive your business?
What products or services does your business offer?
What qualities do others use to describe your company?
Step Two: Find Your Perfect Match
Define your target customers
Now it’s time to define who your perfect match is and why. During this stage, it’s critical to look at your current customers to see what they are buying from you and why. Are your real customers the same as your “ideal”? If not, why not?
Answer these questions to get started.
Who is your ideal customer?
What do they value that your business offers?
Who is NOT a good fit for your business?
What kind of customers do you want to attract? Repel?
Step Three: Do Some Digging
Explore the market
Before you put yourself back in the dating scene, it’s time to do some research on the market. Talk to your friends and coworkers (i.e. your internal stakeholders) to get their perspective and insight on the competition.
Answer these questions to get started.
Who are your biggest competitors?
What sets you apart from them?
What are the latest trends in your industry?
Step Four: Go On Your First Date Make an impression and put your brand out on display
It’s time to put your best foot forward and head out on your first date! Your brand's visual identity is like your hair, makeup and wardrobe on your first date. You want to make a great impression and then WOW them with your awesome personality, right? Make sure your brand has a consistent look and feel that corresponds with your brand personality.
Answer these questions to get started.
What are three words you would use to describe your brand personality?
If you could pick a celebrity spokesperson to represent your brand, who would it be? Why? What would he/she/they wear as your brand ambassador? How would he/she/they talk to your customers?
Do you have a color palette, font, and logo variations? If you need more clarification on this, make sure you check out our blog post on the eight must-haves for your branding toolkit.
The branding process takes an incredible amount of time, effort, research, and collaboration. The above touches upon some of the questions you should be asking yourself to get a firm handle on who your brand is. Take all the answers to your questions and put them together in one brand book, which is the heart and soul of your brand. This is your go-to guide for anything and everything that deals with the internal and external representations of your brand. It's kind of a big deal.
HAPPY BRANDING!
Need more help? Check out our comprehensive brand-building course, the Brand Book Blueprint Program. I take you step-by-step through videos, tutorials, worksheets, and more. There's also a private Facebook group for extra support and I meet with you one-on-one to go over your work. By the end of the journey, we guarantee you'll finally see your business transform into a brand.
