Financial Data
Updated 27 Sep 2020

Essential insights on branding your business

Did you know there are three building blocks to help you define your business brand? 

Andrew MacKenzie, 06 October 2017  Share  0 comments  Print

All the answers to your unique business lifestage questions

Does your business have a defined brand? Brand is an often-overlooked area of business strategy and marketing and is crucial in differentiating your offering from your competitors.

1. Identify what your brand stands for

In a paragraph, try and describe what you want your business to accomplish for your customers and why this is important. 

Remember that consumers today want to know "what's in it for me?" Your offering must answer to an ongoing customer need. Think about your competitive advantage. What makes your offering different from your competitors? Do you know who your target market is? Think about who forms the largest percentage of your customers?

Ask questions about their lifestyle, hobbies, and habits. Define if they are leaders, facilitators or followers. 

Related: Why successful start-ups use design to boost brand equity

2. Determine what your brand should look like

Do some research on your competitors and their corporate identities. Consider graphic elements and a logo that brings to life and answers to the questions in step one.

Your logo should resonate with the target market you defined in step one. Remember that it needs to appeal to your target market, notyourtastes and preferences. As part of this process, try and look at your brand as a person, describe its personality, what characteristics does it portray? Is it feminine or masculine, modern or more traditional, sound or more mature? Do you want your brand to be playful or serious? 

These characteristics all help to give you guidelines in developing your corporate visual identity.

3. Create consistent branding assets

Consider things like which fonts you will use.

Which colours will you use, and which imagery accurately reflects what your brand represents? Have a strong online presence and develop a professional website that best reflects your brand positioning. This consistent brand application extends into social media platforms. Select channels that best connect to your identified target market: are they drawn to Twitter, Instagram, or Facebook? And then make sure that your brand application in these platforms is consistent with regards to colours, fonts, and imagery. 

Related: Why it’s essential to build an emotional connection with your customers

Branding is not just about a logo, it consists of multiple marketing touch points, from printed media to online applications, to radio and outdoor advertising.

Your ability to build consistency in how people view your brand across all your marketing channels is what defines better brand equity. The three steps above lay a foundation for this approach and should be seen as a starting point rather than a holistic solution, but these three steps will define and differentiate your brand and make all the difference as to whether your business fits in or stands out. 

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About the author

Andrew MacKenzie

As the chief cat-herder of a team of creatives, Andrew has to constantly maintain an objective view on creative concepts, always aiming at big ideas that work for clients. He relies on almost two decades of experience, from his junior designer beginnings through to his current speciality – through-the-line advertising. A people person to his core, Andrew’s skill is drawing the best out of the creative teams he oversees. And how well is he doing it? We’ll let the awards speak for themselves, from the pinnacle of local and international awards shows, including wins at the Loeries, Assegais, Clio's, Epicas and Cannes to name a few.

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