Your brand is the embodiment of nearly everything your business does and how others perceive your business when you aren’t there to speak to it yourself. New businesses often struggle to make a voice for themselves, and brand voice inconsistency can be a barrier to earning the trust of your consumers. So, how can you develop a brand identity strong enough to move mountains?
Before you develop your brand identity, you must first find your target audience and set goals. If you haven’t already, visit our blog to read the first two installments of DSG’s New Business Marketing Guide.
Logos & Branding
While brand and logo are often used synonymously, a brand cannot be solely defined by its logo. Business logos act as the strongest symbol representing a brand, but you must look beyond your logo to fully develop a strong brand. That aside, it is still hugely important to develop a unique, recognizable, and consistent logo, as it is undoubtedly the face of your company.
The first step in developing your brand identity is defining the purpose behind your brand. What needs do you fulfill, and what differentiates your business? For your clients to understand what your company stands for, you must first understand it yourself. This may assist in developing your mission statement. Be thoughtful in your selection of language when generating branding or advertising materials, as sticking to one consistent voice will help your clientele relate to your brand.
You may consider telling a story, or creating a tagline for your brand. Ponder the countless unforgettable brand taglines, or those that go above and beyond to share their charitable journey. The voice you choose to share should be dependent on your unique industry and what you determine to be superior for your business’s purposes. Adopting a brand voice aims to connect companies to customers on a human to human level. How can you best connect with yours?
Particularly for those with a narrow marketing budget, monitoring progress is an advantageous way to test several different marketing methods to find what is most effective for you. There are several free tools available to business owners who don’t have budget to spend on a more involved reporting software; Google Analytics, Facebook Insights, and Yelp are just a few platforms that offer intuitive analytics and reporting built in to your free profile. Get in the habit of checking up on these on a weekly, monthly, or quarterly basis.
You can use data to determine if you’re reaching your goals and, by extension, if your marketing efforts are encouraging business growth. If you need a push in the right direction, give the marketing experts at DSG a call. Visit our website and like our Facebook page to stay up to date on the latest marketing news.