It’s your brand!
If you’re a photographer and someone mentions GoPro, you think of a super-sturdy camera for the adventurous. Why is that? Because GoPro has done a good job defining their brand. Great brands are easy to recognize, their mission is clear, and it fosters that coveted customer loyalty all businesses crave.
So … how’s your brand doing?
Does your business have a brand identity? Before you attempt to define your brand, you need to do some exploration. Take a long look at your company to get a clear picture of its purpose and place. The familiar SWOT Analysis can help, actually. When you do a SWOT analysis, you should involve everyone in your company, as well as some of your best (and your worst!) customers. Once you get it, and once you have a clear understand of your SWOT, it’s time to define your brand.
Vision Statement. A vision statement describes what you want your company to become in the future.
Mission Statement. A mission statement defines the purpose of the company.
Essence. The essence of the company speaks to the intangible emotions you want your customers to feel when they experience the brand.
Personality. Just as with humans, a brand’s personality describes the way a brand speaks, behaves, thinks, acts, and reacts.
Position or Value Proposition. Set your brand apart from your competitors, & still confidence the brand will deliver on its promise.
Once your brand is defined and you’re ready, translate Your Brand Identity Into Actual Marketing.
If the above seems like a lot of work, you could benefit from some professional help then by all means reach out to an agency
Here are some considerations if that’s the route you’d like to take.
- Have a clear understanding of what you are hiring the agency for and the services you need. You’re hiring experts with a ton of experience who know their craft and can provide expertise you either lack, or don’t have time to learn.
- Be as specific as possible when you detail the scope of the work you’re looking for. Match the agency‘s area of expertise to your industry. Identify which agencies focus their business within your industry, and start there. Many agencies, by design, choose to focus on specific segments and hire personnel with deep experience in that field.
- Meet the agency principal and everyone who will work on your account. This is known as the “chemistry test.”Anyone can be the best in their field, but if personalities clash, it’s a recipe for disaster no matter how capable the agency may seem. An informal lunch, meeting at an industry event, or an after-work meetup are the best ways to get past the professional veneer and experience the true personality of the people you may end up doing business with.
- Defining your brand identity is much like packaging and presenting a gift. You want the recipient to be pleased with the offering. You want the recipient to understand that forethought and heart went into and that it was chosen out of compassion and understanding. And you want it to represent the love you have for, in this case, your customers!
Have you taken steps to define your brand yet? Did you do it yourself, or work with an agency?
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