Starting your own business is incredibly exciting, but it also comes with a never-ending ‘to do’ list. Between getting finance, office space, equipment and creating a website, building your company brand can sometimes be forgotten, but it really shouldn’t be.
It’s vitally important that you consider your brand very early on because it can affect everything from the look of your website and what you post on which social media platforms, to how you approach your clients.
Why branding is important
Your brand covers many areas of your business and it’s so much more than just having a great logo and colour scheme. Jeff Bezos, of Amazon fame, just about nailed it when he said ‘your brand is what people say about you when you aren’t in the room.’
That’s huge, isn’t it? That covers how you answer the phone, how you present yourself on social media, your website, your copy and your marketing materials, and how your customers – and potential customers – perceive you.
Your brand identity should permeate everything you do in your business, but here’s the thing; your brand should influence your colour choices, your fonts and your logo. Not the other way around.
Getting your branding right really is one of the first things you need to look at when you start a business.
Defining your company brand
Before you do anything, you’ll need to know who your target market is – and not just in a general way, such as thinking of them as an age range between 30 and 45, mostly female and professional, but by drilling down and really getting to know who your ideal client is.
Create a marketing persona
Think about your ideal client and figure out who they are, what they like and dislike, what disposable income they have, what their relationship status is. Do they have children? How many and what ages? What about pets, hobbies, favourite colours, favourite foods?
We share a great list of tools for competitor analysis here. Use what you find to inspire you and find out what makes you unique. Perhaps do the opposite of what your competitors are doing, or find a new twist on what other people in your area of expertise are doing. Don’t be a ‘me too’ business that no-one can differentiate from the competition, because then you’ll only be competing on price and no-one wins in a race to the bottom.
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