How to Build a Brand with Heart & Brain: 7 questions you should know the answers to
Brand identity goes much deeper than a pretty logo with a catchy tagline. It’s all about creating a strong impression throughout the entire customer journey, delivering a consistent and reliable image that customers can trust. Developing an authentic brand identity that resonates with your audience will not only make you instantly recognisable, but also have a significant impact on developing customer loyalty.
But how do you do it? Before we start your brand journey, there are 7 questions we will always ask our clients. The answers to these will help hone in on your identity and define the impression that you want to make on the world, creating an authentic brand with impact.
1.0 What are your brand goals?
Your brand goals are what you hope to achieve, and are valuable business targets. These can be initial goals, each aimed at getting you a little closer to your future targets. In the long run, every company will have product, user and business goals, looking to drive sales and increase brand equity.
Other common brand goals include boosting brand awareness and recognition, creating a memorable identity that leaves you instantly recognisable. You might want to increase engagement and brand loyalty, creating an exciting experience that makes customers want to interact with your brand regularly.
Whatever your brand goals, these will drive your business forward and help you take steps towards your end business goal.
2.0 What is the purpose behind your brand?
Customers want to know where you came from and how you started, developing an emotional connection that delivers a whole experience. Your purpose should define where you’ve been and where you want to go. It’s the entire reason your company exists, and should also inspire anyone that comes into contact with your brand.
Customers don’t just want products; they want a brand they can connect with. By telling your story, you can create a brand that resonates with your audience and compels them to make a purchase.
3.0 Who are your competitors?
By identifying your competitors, you can analyse their strengths and weaknesses to find a starting point for your own brand identity. You’ll know what you like, what to avoid, what works well, and what you could do better. Knowing their offer will also help you stay on top of the competition and create a brand that sets you apart.
Finding out what your competitors are missing from a customer’s perspective delivers valuable insights into how you can differentiate yourself. This means you can make the most of their gaps and find the perfect position for your brand.
4.0 What makes you different?
Once you know who you’re up against, start looking at what makes you different. Customers must understand why they should choose you, and not someone else. This could be anything from the physical products or services you offer, to the experience you deliver. By clearly defining exactly what makes you unique, you can use this to your advantage and compel buyers to choose you over the competition.
From colours and fonts, to imagery and tone of voice, every element should convey the benefits you offer at every stage of the customer journey. Pinpoint your differentiating factor, and you can start incorporating this across all aspects of your branding.
5.0 Who is your target audience?
Defining your ideal customer lets you target your audience directly with your brand and marketing strategies. With a clear idea of their age range, interests, income and lifestyle, you’ll be able to develop a brand that resonates best with those most likely to want your products or services.
Your ideal customer profile will inform everything from design and tone of voice, to content creation and personalised messaging. This will make your audience feel that your brand was created specifically for them, helping develop that all-important personal connection.
6.0 What problems are you currently facing that we need to solve?
In order to take steps to where you want to be, it’s important to know where you currently are. Think about why you’re looking to rebrand, as this can highlight key areas for improvement. Your current brand might not be consistent, presenting several different identities with mixed messaging. Maybe you’ve grown as a company and your brand no longer suits who you are, or it’s just not working for your audience.
Branding has a lot of power when it comes to growing your company, and getting it right can unlock real potential. A strong and consistent brand can help your business overcome all sorts of challenges, from driving sales and growth to increasing awareness. Knowing the problems that you currently face will help create a new brand designed to overcome those challenges.
7.0 How would you sum up your business in a sentence?
Summarising your entire business into just one sentence gives a clear and concise statement describing precisely who you are. Think about what you do and why, who for, the problems you help solve, and what makes you different.
These values are what run through your company, and creating a statement gives your brand a clear direction. This clarity keeps everything focused, creating a brand that consistently aligns itself to this statement.