BACKGROUND
Define your brand:
Review the product or service your business offers, consider the emotive and rational needs and concerns of your customers / consumers. Your brand character should promote your business, connect with your customer base and differentiate you in the market. Identifying the core principles of your company can provide the backbone of your brand and what you, as a company, stand by and adhere to.
When building your brand, think of it as a person:
Your personality determines how you behave in different situations. Of course for people it's intuitive and it's rare that you even consider what your own character is, but when you're building a brand it's vital to have that understanding.
Consider what is driving your business:
What does your business believe in, what is its purpose and who are its inspirations. These things can help establish your emotive brand positioning and inform the identity and character for brand communications.
Your brand should always use a consistent tone of voice:
It will help reinforce the business’s character and clarify its offering so customers are aware exactly what to expect from the product or service. Alternatively, aim to make your key messages work together to build a coherent identity.
Be aware of your competitors and identify the opportunities and threats to your company.
Who is your target audience?
Branding should be targeted to the demographic that your service is aimed at.
Don’t mimic the look of chains or big brands:
Try and carve out your own distinctive identity. Independent operators can leverage their status to attract customers who are looking for something more original and authentic, which aligns with their own business.
Be innovative, bold and daring – stand for something you believe in:
Big brands are weighed down by layers of bureaucracy, preventing them from being flexible and reacting to the
ever-changing needs of their customer
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