Last week we broke down what branding is and how it can easily be confused with marketing. This week we are following the topic of branding and walking you through the steps to attracting consumers into your business.
When we begin on our Branding journey, one of the first steps we need to take is to identify who you are!
When beginning this process, give some thought to:
- Who you are (of course)
- Why you got started
- What is the driving force behind your business – Why do you do what you do?
- How do you want your customers to feel when they come into contact with your business?
This can be a really difficult thing for some people to wrap their head around so give yourself plenty of time and don’t be too hard on yourself – if you love what you do, so will your customers!
Once you’ve tackled Who You Are, start thinking about how you would identify your business niche – here at P99 we often get our clients to think about how they would describe their business to a complete stranger…. Nobody wants another bland and meaningless email clogging up their inbox or taking over their social media so get clear and be specific!
Include things like:
- What is it that you do?
- How your strengths can help solve your customers problems and,
- The benefits of your products/services – How to get your customers to engage with your Business.
- Prove it!
So now that we know who you are, who are your customers? Let’s profile your Ideal Client. First we will start off with the basics:
- Marital Status
Now, let’s think a little more deeper about who your dream customer will look like to you. Have you given any thought to the following:
- Who are they – are you targeting:
- young girls with your funky make up packaging?
- the at-home handyman with your inventions?
- single parents who need help managing and budgeting their finances?
- What would their daily routine look like – the first thing and maybe the easiest thing to picture here might be that of a working mum?
- What would they do in their spare time – any hobbies or specific interests?
- What would be their deepest dreams or desires and try to imagine what their deepest fears or worries could be – this will help you in branding how your products/services can help solve your customer’s problems.
- Why do potential customers want to buy from you? Where are your potential clients focusing their attention – ie: Facebook, Instagram, print media?
- What are they scrolling through or watching on TV?
And we’re almost there!
Communicating with your customers/clients. What kind of style will you use to communicate and connect with your ideal clientele? Initially, here at P99, we would ask you what you liked and did not like when it comes to your own purchases and favourite services and why? This generally gives us a starting point in which to brand and then eventually market your business. So, get the same direction from your clients:
- How do they like to be spoken to?
- millennials with casual slang
- professionals, logical, straight forward and to the point?
- Are they more visual ie: graphics as opposed to language or written word orientated?
- Are there any generational differences/strengths/dislikes? Take a look at these characteristics from Dr Abramson found on the BBC Bitesize website:
The Silent Generation: 1926 – 1945
- Loyal & value orientated
- Direct communication ie: person to person
Baby Boomers: 1946 – 1965
- Self Sufficient
Generation X (the unknown factor): 1966 – 1980
- Good problem solvers
Generation Y (Millennials): 1981 – 1995
- Questions authority
Generation Z: 1996 – 2010
- Digital natives
Next week we will be taking a closer look at the visual side of branding, your logo, website, and your presence across social media. If you are interested in any branding services, feel free to contact us at [email protected]. Our consultations are always free!
Thanks for reading!
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