“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.” – Warren Buffett
You will hear me say this over and over and over again….Branding is a process.
Branding is more than your logo, website, or tagline. Branding is complex and can be overwhelming, sometimes causing frustrations because it is the foundation and pulse of your business.
Branding is how you promote the essence of your product or service to your customer. For your brand to be effective it must resonate with your customer not only through logic but most importantly through emotion. Your brand must be memorable and have a lasting effect with customers for them to want to know more about what you offer.
Are you wondering where to start? Don’t worry. I am here to break it down for you by providing the building blocks of a successful brand.
Below I share the 6 building block questions that your brand must answer to be strong and resonate with your target consumer:
1. What is your Vision?
As I mentioned in last week’s blog, your brand vision statement are the ideas behind the brand that helps guide the future of your brand. It answers the question, “What do you want to achieve in the future?” and “Who do you want to become?” Brand vision is something to strive for to look forward to. It gives you focus and serves as a motivating factor.
2. What is your Mission?
The brand mission statement answers why your brand exists? It is the driving force behind your business and why you started your business. Your everyday decisions will be guided by your brand mission. It tells your customers what you do, why you do it, who you do it for and how you do it.
3. What are your Values?
Your brand values are what you stand for and how you will behave in the marketplace. Customers are looking for a reason to connect to a brand. Your values is what a customer can relate to and provide authentic engagement.
4. What is your Product/Service offer?
What is your product or service? How does it work? How does it benefit customers? You must be able to describe why your products and services are needed in the market and what type of problem you are solving for your target audience.
5. Who is your Target Audience?
Your target audience are those people who are interested in or have a need for your product or service. They are a particular group of consumers within the predetermined target market. They are the consumers who you are solving a problem for?
6. What is your Unique Selling Position?
Consumers want to know what makes your brand different and why they should choose you over a competitor. Be careful to not make the the mistake of attempting to be everything for everybody. Developing a strong unique selling proposition lets you to stand apart from your competitors and allows you to focus your time and energy on creating things that resonates with your target audience.
Incorporating these questions into your brand building strategy will enable you to establish a strong foundation for your business. These building blocks allows for your customers to develop a deeper level of trust for your brand, and be more likely to choose you over your competitor.