For as long as I can remember, I’ve been brand obsessed.
Not in the fashion label kind of way, but for a beautiful brand that makes me weak in the knees. The kind that makes me bat my eyes and instantly whip out my phone to snap a pic and remember the moment forever (if only you could see my camera roll).
But what is it about a brand that has us turning heads? Well for starters, it’s more than meets the eye. There’s an actual science and strategy that goes into it, but I promise, you won’t need a phD to follow along.
Here’s how to build a killer brand strategy:
1. Get Clear On Your Business Direction
Success doesn’t happen overnight, despite what you might see on Instagram. Knowing where you want to take your business and what success looks like to you, sets the foundation for creating a brand that stands out.
Your business direction is your driving force and should be influenced by your overarching goals and dreams. This means knowing what you want to achieve – in detail – and figuring out where you want to be. From there, you break it down to bite-sized chunks that you can build into a road map.
Now while you’re identifying your business direction, you’ll want to also consider WHY you’re here in the first place. What’s the thing that keeps you up at night? The thing that has fueled your business decision.
Your brand’s ‘why’ should be aligned with two other things:
- Your Brand Values: What you stand for and the impact you want to see.
- Your Brand Mission: Your purpose and how you will create change or make a difference.
Consider these the foundational core elements of your business direction. Almost like the blueprint of a house, before you start the build. Without a solid infrastructure, anyone can huff, puff and blow your brand down.
2. Define Your Dream Target Market
Known as the holy grail to building a brand strategy – defining WHO you’re actually targeting is major. In order to attract your ideal customer, you have to know who they are and what they like, right down to the kind of places you’d find them on a first date.
And the better you know them, the easier it is to market to them, without hearing crickets when you do. It allows you to connect on more than just a surface level and make them feel like they’re a part of something. It makes them feel wanted. So while we’re all about the feels, you’ll want your target market to feel special, seen, heard and understood.
People don’t buy with their heads, they buy with their hearts. And emotions are the key to winning over their hearts.
When defining your target market, here are some tips to help you along your way:
- Give them a name. Create a personality for them as if they were a real person. The more in depth you can get here, the better you will understand who they are.
- Create their world. Do they have a family? Where do they hang out on and offline? Ask yourself where they shop and what suburb would they live in. Become the best-friend they’ve always wanted and figure out ways you can make their life better.
- Set the tone. How you speak to your target market should be in line with your brand’s personality. You’ll not only walk the walk, but you’ll talk the talk. This is especially important when it comes to selling to your market, because you’ll want the tone to resonate with them in ways they never imagined.
3. Create a knockout brand
Capturing the hearts of your dream customers start with the eyes, but doesn’t stop there. It’s 2 parts look and 1 part feeling, also known as a brand identity cocktail, if you will. Investing in a knock-out brand will take you places. Warm, sunny, piña colada on a beach kinda places.
Your brand identity is much more than just a logo and I know I’m not the first person to tell you that. It’s also the colours, fonts, patterns, images and feelings associated with your brand. All of which work together in perfect harmony across your business to make your brand memorable. In my very non biased opinion (wink, wink) this is where the professionals come in. Your visual brand has the power to move mountains, when designed right. There is literally a whole colour theory on evoking specific emotions based on the certain shades of yellow used in a brand.
But creating a knock-out brand is also about cultivating a distinct voice for your business, in what we call tone of voice. Nailing your tone of voice will help you remain consistent across all your communications and channels, from your social media through to your emails and marketing material. And it allows your customers to feel like they’re actually connecting with a distinct person or personality.
4. Make Your Mark In Marketing
Now that your killer brand is ready to go, it’s time for your marketing material to steal the show. Whether you’re taking things on or off-line, having a suite of marketing material to support your business can go a long way. Consider things like business cards, brochures and postcards, right down to a website, webinar or Facebook/Instagram ads.
If I can leave you with any crucial advice here, it would be this:
Keep it consistent.
How your business shows up in a brochure should be the same in a Facebook ad. Your visual brand and your tone of voice should be consistent regardless of the platform you’re using as a marketing tool. This is a key strategy in itself and can sometimes be overlooked.
Don’t be afraid to add some value here. Whether that’s creating blog content, running a series of webinars or posting daily tips, people thrive off free content and having value delivered directly to them.
Because at the end of the day, people do business with those they trust and connect with.
5. Own It Loud And Proud
If you didn’t InstaStory your bestie’s birthday while you were living it up in Italy, did it even happen? The same thing goes for your brand – if you’re not the one who shares it with the world, who will?
Owning your brand and sharing it with your immediate network will help spread the word that you’re open for business. There’s no shame when it comes to shining the light on your brand, because this is the moment you’ve been working towards.
Change your email signature, update your insta bio and share an update on your LinkedIn profile, so people know who you are, what you do and how you can help them.
In a world where instant gratification takes the stage, building a memorable and killer brand strategy will have you running the marathon, not just the 100m sprint. Be intentional. Be thorough. And above all, be so good they can’t help but stare.
Rachelle Saevil is a Business Chicks Premium member and the Creative Director of Saevil Row.