Creating a solid business brand may seem like a simple task, but using your business's logo, colors, website, print materials, policies, and style should be done with lots of consideration. Your branding includes anything that sends a message to the world about who you are, what you do, and what they can expect from you.
As you consider your brand, or if you're ready to rebrand your business, answer the following questions to get a better idea of how to move forward.
Who Am I Serving?
If you've been in business for a while, think about the clients you've had in the past year. Is there a common thread when you think about age, income level, location? What is it about your business that pulls in your current clientele?
Who Do I Want To Serve?
Are your current clients your ideal clients? If not, there is a disconnect between who you want to be and the message you're sending your customers. It's time to decide if your business goals or your message are off-target. If you are successful with your current market, it may be a better decision to stay put!
What's My Brand Personality?
What role do you want to play in your clients' experience? Are you an Expert or a Friend? A Lifesaver or a Problem Solver? Regardless of what your personal style is, the language on your website and print materials should match. If you're interested in helping first-time home buyers, stay away from formal language and too much focus on your designations. If you're ready for a luxury market, those same elements are necessary!
Am I Sending The Right Message?
The visual elements of your brand - imagery, font, shapes, etc. - tell your story. Soft lines are nurturing and personal while sharp corners give a more corporate feel. A clean, serif font can give a luxurious feel while a bold, modern font could be great for marketing to millennials. Color plays a big part, too. Reds are aggressive and powerful, shades of blue call to mind focus and balance, green is associated with wealth and gray and black give a serious and high-end feel. Does your current visual brand telling an accurate story?
