When you’re creating, revamping or refreshing your brand, there are so many questions to consider. How do you want to be perceived? How can you convey your message to customers? How can you make a lasting impression? And most importantly, what is your why? Why do you do what you do?
Finding your why is necessary to accurately defining your brand identity and image. Your brand is the first impression your customers have of who you are as a company. It helps establish you as a trusted partner in your customers’ business journey.
Define it by answering these questions, and you’ll not only understand yourself and your business better, but you’ll be on the right path to build and strengthen your brand.
Who are you?
You know who you are as a company, but do your customers see you the way you want them to? What impression do you want to make? Are you innovative and cutting-edge? Or are you more of a laid-back consultant?
Brand image is how your customers perceive you, while your brand identity is how you want them to perceive you. Marrying these two perceptions is the best way to create a strong brand that results in long-term customer success. If you want to be viewed as the one-stop shop for IT solutions, you need to come across as the expert that provides solutions not offered by your competition.
What do you do?
This may seem like an easy question, but if your answer is “I provide IT solutions,” you’re not thinking deep enough. Instead of seeing yourself as a solution provider, consider that you’re a problem solver, innovator, trusted advisor. However you want to define your business, keep it aligned to your customers’ needs and make sure your service offering is equally aligned.
How are you different?
What do you do differently than your competition? If you want customers to see you as always-on, you might want to be the business that constantly answers the phone – no matter what time of the day or night it is. What you do differently contributes to how your business is perceived. In the same sense, if you do everything like your competitors, prospects may default to price to be the distinguishing factor. Make sure that you identify what makes your business unique and incorporate that into your brand.
Who’s your target audience?
Understanding your audience and what they value is crucial to building your brand. If your audience is largely local, they might value that neighborly personality – a business that’s going to provide consulting and also get to know them personally. Find out who your target audience is, and then think about how your brand can help them. Remember that purchases are emotional, so getting to know your customers on some personal level is never off-brand.
How can you grow faster?
It’s the age-old question: how do you generate more revenue and grow your business? By establishing your brand, you can become smarter about which messages you send out to your audience. If you want your business to be seen as innovative and top-of-the-line, then creating marketing materials centered around the latest technologies and strategies reinforces that point. Having these consistencies helps you build trust with your audience, and more trust turns into brand loyalty – which means more money in your pocket.
Establishing your why takes time, but you don’t have to do it alone. As your marketing expert, we’ll help you discover how to strengthen your brand and identify areas for improvement. Contact us today to learn more about branding and how we can help.