When you are trying to build a brand from scratch the first step that you need to take is to define the purpose of the same. The purpose of your brand is the very reason why your brand exists in the first place. Remember that there is more to this than the traditional business reasons.
Defining the brand vision
Your brand vision is the future that you envisage for your business. Here you would need to protect your brand into the future and paint a picture of where you see it a few years later. Also need to consider some practical dimensions like the number of offices, customers, and employees that you would have in the future.
Defining the mission of the brand
Your brand’s mission statement is one that includes both your business vision and purpose. It is a commitment that your products and services would make a positive impact on the lives of those that are connected to you.
Creating the values of the brand
Your brand values include the moral compass and the rules of engagement. It would reflect the way that you would do business. They are the behavioral commitments that you would adhere to in your daily business activities.
Positioning your brand
This depends on the people that you are serving through your products and services. A lot in this case also depends on your business differentiators as well as the competitors. When you know the finer details of your preferred clientele such as their problems it becomes easier for you to serve them.
Building a brand personality
Your brand personality needs to reflect your business audience. It should reflect the parts of your business that are appealing to them. It should also reflect the position that you are looking to gain in the market with your brand.
Setting the tone and language of the brand
The voice tone and language of your brand should be an extension of who you – the business owner – are as a person. It should also be invested heavily in your audience. These factors have always been important but in the present era, driven by content, they have become even more important.
Determining the core message
The core message of your brand would depend on your audience, personality, and position of your brand. It is by focusing on these factors that you can make it effective. However, the foundation of this core message needs to be the unique aspects of your business.
Creating a brand identity system
One of the biggest mistakes that small business owners make these days is that they think once they have created a logo they have branded their business. It is common knowledge in the business circles that branding involves more than making a logo.
Creating a brand expression
Your brand is essentially the reputation you enjoy. This is why you need to focus on interacting properly with your audience so that you can build a proper reputation for your brand. Your brand needs a consistent expression irrespective of the mode you convey it.