There are often times when entrepreneurs will ask me questions about branding. They want to make sure they are clear on what constitutes their brand, their brand identity, etc;. They want to make sure they’re doing it right. So let’s make sure we understand the terms.
Your brand is more than just your logo, your website design, the colors associated with your brand. Your “Brand” is also the personality that identifies a product, service or business and how it relates to it’s customers or clients or potential customers and clients.
There is also a “psychological” aspect of branding: thoughts, feelings, images, experiences, attitudes, and so on that are associated with a brand based on experiences. The brand experience is a brand’s actions (performance if you will) that is perceived by someone. The brand image is what is created in someone’s mind consisting of all the information and expectations that product or service provides.
When you are establishing your brand identity, you need to define and establish some things. You can do that by asking yourself some questions and establishing some very basic things with your business.
Vision Statement. You need to create a vision statement for your business. What are your most important products or services? What makes your product, service or business unique?
Mission Statement. What needs of your target audience are you addressing and how?
Personality. How would your brand be described? What emotions derive from the experience? Are you serious, light-hearted, fun?
Your Market. Determine your target market: demographics, etc;. Who exactly are your serving? Make a profile of your customer. What makes you unique from your competition that your market will want to buy from you? What is your niche?
Once you have established these things you can begin sharing your brand message. Social Media is a great opportunity to spread your brand message and further establish your identity, and expertise. With a strong identity and consistency you are on your way to building a strong online presence for your brand.