3 crucial exercises to get your small businesses branding right first time!
If you’re looking to brand your business, it is very important to get your foundations straight before starting so you can avoid any mistakes at the crucial stages.
So what brand is right for your business? Well, before you even start to think about your business’s corporate colours, we recommend that you have three major factors confirmed:
1) Who are your target audience?
This is something that I am sure you have though about before as it is quite a crucial element to your business plan and marketing, however, have you delved deeper to figure out your intended audience’s gender, age group, religion, ethnicity, sexuality, income, abilities/disabilities, living arrangements, size of immediate family (if any) and even thing such as the car they drive, favourite TV programme, sport or supermarket?
This can be extremely insightful and will help you to promote your business in the right way.
Take 10 minutes to create profiles for three different customers you are expect to market your business to and select one to choose as you primary customer, with the others as secondary customers.
Oh, and give them a name typical to that profile to remember them by!
Again, this may seem obvious but what you’re offering may not be what you think.
Take another example of, say, Starbucks. Most people would consider Starbucks to be a seller of coffee but in reality, they offer snacks, lunches, merchandise and most of all, a place for people to meet, chat, chill with friends or alone. It is the experience they offer (unless the customer orders to take away, of course) and so the company has gone to great lengths to make it as enjoyable an experience as possible with soft lighting , ambient jazz music and comfortable seating.
If you are selling a service or product, take a little extra time to think about what other aspects you will also be offering to your customer and how you can improve on competitors that you know about. Doing this will help get your brand get off to an amazing start!
3) How would you like to be thought of by your customers?
Perception is everything! How would you like your customers to perceive your business? An accountant may think ‘knowledgeable’ and ‘trustworthy’ whilst an children’s entertainer may choose ‘engaging’ and ‘fun’, a plumber may choose ‘reliable’ and ‘skilled’, and a pizza delivery company may choose ‘value’ and ‘punctual’.
Which positive words describe the experience that your customers will get? Now write down 10 and place a star by three of them.
Keep these answers handy for the next stage to get your business’s brand right first time. To receive updates, just subscribe to our RSS feed or if you would like to enquire about All Star Design creating a logo and brand for you please email [email protected]
www.all-star-design.co.uk
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