BRAND IDENTITY

2022 has come and gone. In December, you’ve watched brands and business launch sales and inventory closeouts. Now, you’re sitting at your desk, contemplating whether to close your business down, pivot or to go full throttle. Perhaps 2022 was great but had a few hiccups…or maybe it was mediocre and you see a need for change. I promise you…I understand. I’ve been on both sides of the coin.

Sometimes we find ourselves on the hamster wheel of building a business. There are many reasons for this…life altering events that cause you to be inconsistent in your business, FOMO (fear of missing out) decisions or simply a lack of motivation. Perhaps you are so caught up in the everyday tasks that you forgot that this isn’t a sprint… building a business or a brand is definitely a marathon. One way to kind of shake off anything preventing growth, is to revisit or reevaluate where you stand with brand footprint.

Building a strong brand is crucial for the success and growth of your business. A well-defined brand not only helps customers identify and remember your products or services, but it also sets you apart from your competitors and establishes trust and credibility in the market.

I have to be honest with you, building a business/brand is not easy but it is definitely possible! I’ve seen a business do really well with a major launch at the very beginning and then lose steam 6 months down the road. I’ve also seen many businesses that had lots of hiccups at the outset, learn from them, and then move on to become very successful brands. Building a business/brand requires time, effort, and strategic planning to create a unique and compelling brand that resonates with your target audience. Here are few helpful tips:

1. DEFINE OR REDEFINE YOUR BRAND IDENTITY

This might include your mission, values, and the unique qualities that make your business stand out from the competition. Consider your target audience and what sets your products or services apart from others in the market.

2. DEVELOP OR REVIEW YOUR BRAND STRATEGY

Your brand strategy should outline how you will communicate and market to your target audience. Take some time to create a brand messaging framework, defining your brand voice, and identifying the channels and tactics you will use to reach your audience.

3. CREATE A VISUAL BRAND IDENTITY

This is a visual representation of your brand, including your logo, color palette, font, and other visual elements. These elements should be consistent across all touchpoints and reflect your brand’s values and personality.

4. BE CONSISTENT

Ensure that all of your branding elements are consistent across all channels and touchpoints. This will help to establish trust and credibility with your audience and reinforces your brand identity in their minds.

5. PLAN

Even if you can only plan 2-4 weeks out versus planning for the entire quarter, that’s a good start. I’ve found the most success when there is a plan in place. Impulse decisions can prevent us from seeing the clear picture and the potential effects of our decisions. I’m embarrassed to say how many times in the past that I’d made an impulse social media post only for it to be a total flop.

6. CHECK-IN

Regularly check in with your customers and gather feedback to ensure that your brand is still meeting their needs.

Developing a brand that connects with the people who matter most is the ultimate goal of any great start up business or branding strategy. An effective brand is simple, dependable, unforgettable, and inspiring and allows you to communicate your deepest core values to your customers. It can help differentiate you from your competitors, attract and retain customers, and ultimately drive business success.