A brand is what people see, right? Colours, fonts, images, your logo etc? No, a brand is more than just what someone sees when they look at your website, your storefront or browse your social media profiles. A brand should make consumers feel; a good brand creates an emotional response when an individual connects with it.
Branding is a big beast to tame; when trying to nail down your brand, here the three of the most important things to consider.
Your brand voice is essentially your brand personality. It’s the language you use to communicate with your customers and the general public. Your brand voice will be largely determined by your target audience and your brand positioning. Your brand voice will usually be made up of multiple character archetypes to create the perfect combination.
Your vocabulary, tone of voice and inclination to use acronyms or speak in the third person are all part of your brand voice.
This is how you identify yourself in the market – or rather – identify yourself in the market as better than your competitors. Brand positioning is extremely important in creating a space in consumers minds where they think of you in relation to your industry.
This tells the customer what you offer, how you’re offering it and why your offering is better than your competitors.
Once you’ve completed the branding process, you should have an in-depth knowledge of exactly who you are as a company and what you stand for. Your elevator pitch should effectively and succinctly give any person this information in a quick 30 second snippet.
A strong brand will not need more than 30 seconds to describe who they are, what they do and why they’re better than their competitors in an effective way. Just think of brands like Nike, Airbnb and Uber.