Whether you are creating a new business or expanding an existing business, branding is the blood of your company. What does it take to keep it consistent when you create marketing materials or promotions?
When it comes to establishing the core features and qualities of your brand, all you need is a little time, a little research and an in-depth understanding of how your company operates. Here are three considerations.
1. Identify your target market.
First, think about who your target demographics are. Children’s books and experimental novels aren’t written the same way; similarly, your messaging and imagery should be unique to one target demographic segment. Trying to target everyone is an exercise in futility — you might cast a wider net, but you’ll end up being less relevant to any individual within that group.
Instead, start out with one or two key demographics and slowly expand from there. Think critically about these demographics: Who are they? What do they need? What do they want? How do they act? What do they like?
2. Learn your competitors’ brands.
Start by evaluating your competitors’ brands. You can learn a lot about marketing in your industry just by studying these previously established entries. What do their logos look like? How are they different from one another? How do they talk to your shared customer base? It’s important that you not take any of these qualities and copy them for your brand. Instead, look at the motivations behind these choices, and use the qualities themselves for the next step of your process.
3. Separate your unique differentiators.
What makes your brand unique? It could stem from your business plan in general: For example, if you’re offering lower prices than your competitors’, you could emphasize that in your branding. Otherwise, find a way to make yourself stand out. Are most of the other brands older, more traditional, more conservative? Try for something sleeker, more cutting-edge and with a younger vibe. Are the other brands elitist and pretentious? Shoot for something more down to earth.