Over the past few decades, brands have begun to get a voice. Companies have started focusing on the brand instead of just the trademark, which meant more time and effort could be put into messaging, content and imagary.
Of course, identifying your brand voice isn’t always the easiest thing to do. We know this because we’ve gone through the process many times with many brands. It definitely requires some reflection and an intimate understanding fun branding exercises of who you are. Your website, your logo, even your business cards need to be visually appealing and need to be aligned with your brand. Meaning all of these visual details need to accurately represent your brand.
Get everyone relevant from your company’s management and marketing teams in a room. If you’re just starting out or run a lean team, this could just be you and a few others. Your product might cost $5,000/seat, but it doesn’t mean the company should be perceived as exclusive. If your company were a movie, if your company were a song, if your company were a specific make and brand of car, … you get the idea.
Choose the right colors for your brand along with the right font and logo. Bright colors like hot pink and orange are probably not the most appropriate for a digital marketing company. And you don’t want to use a goofy font like Comic Sans for an interior design company, but it might be appropriate for a kids’ boutique.
We are happy to answer questions or share additional information. If your brand were a piano, electric guitar or trumpet, what would it be? We want you to defend your rationale for choosing one. This, too, can set the stage for other exercises while getting the group engaged.
If you haven’t solidified this, stop right now and get thinking. A brand is essentially the perception of online bookkeeping your company that the world sees. Stay up to date with the latest marketing, sales, and service tips.
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But I have a question which I cannot find an answer to. All the things the maximum of the customers think about is the benefit they get to their investment or the cost and the durability and quality and genuineness of the product. No customer from the public go into the store looking after at the logo and analysing the meaning of the colours or shapes. In fact maximum of the customers don’t even spend some time to analyse the website or brand, it won’t even cross their mind. So in such cases, is it reasonable to think that maybe brand identity doesn’t need much word or analysis and that it might not play much role in branding? I mean most of the logos don’t exactly reflect their distinction so all we could use the logo for is to make a memorable one so it sticks in our mind. If logos are really that important in growing your company, then a handbook or something should be released and everyone must pay attention to them.
Potential gaps and advantages are revealed by visualizing a client’s market position versus its competitors. Concentrating on four ensures that the brand style doesn’t become diluted. It’s worth noting that the chosen keywords may or may not appear in the brand’s messaging, and they aren’t necessarily meant to be customer-facing. Take note of repeating keywords that may be helpful for visualizing the brand. Form hypotheses about the business to test in the workshop.
Rebuilding A Brand: The Brand Workshop
Now that you have your company’s personality down, it’s time to bring it to life with some real-world examples. This will help you to apply your tone of voice across your business and help new employees or external contractors to understand how your brand ‘talks’. Most branding exercises are focused on figuring out what your brand is. But knowing what your brand isn’t can be just as helpful. Establishing your brand guard rails can help you figure out the nuances of your brand, like how much you want to express a certain attribute. For example, your brand might be cutting-edge, but not unorthodox. Your positioning strategy should always start with your customers.
But the desire for transformation is very real even in the world of B2B products such as machines or software. What did you customer struggle with before purchasing? Make a list of all the ways that your product or service TRANSFORMS their life. 3 – Develop a Brand Persona – Grab a photo of a person that you feel represents your company. An icon logo is your brand represented as a visual metaphor. Unlike an abstract logo, an icon logo suggests something about the product (Twitter’s bird is suggestive of the frequent short “tweets” on the platform). But as a small business owner, your company’s name is probably one of the first big commitments you have to make.
Try to organize all stickies on the board in up to 60 minutes. As groups become clear, write a descriptive name for it on the board , above the adjectives. Once you’re done, your board should look somewhat like this, and you’ll be ready for the last step.
Exercise #1: The Basics
Customers respond to your brand through judgments and feelings. Judgments relate to things like quality, credibility, how relevant your product is to customer needs, and whether your brand is superior to those of your competitors. Positive feelings could include warmth, fun, excitement, security, social approval and self-respect. For new business owners, there’s a lot to learn from Coca-Cola.
Think of the way you describe what you do, the language you use, and the way you want to talk about yourself and your business. These can help you define and refine your brand voice. Whether or not you realize it, the world’s best brands have a distinctive brand voice that translates across channels. From their packaging, to their website, to their Twitter feeds, their voice is ever-present. Here are just a few that have nailed their brand voice since day one.
- Brand Strategy will map out how you are different, trustworthy, memorable, and likable by your ideal customer.
- Starbucks is the world’s leading specialty coffee retailer, and their brand has always promised to bring people together.
- Once you have your finalists screen them for domain availability, trademark risk, and unintended foreign translations.
- Before you can build a brand that your target audience trusts, you need to know what value your business provides.
- For brand vision, ask yourself, “where is your brand going?
Your unique value proposition is the one thing you’re competing on. Find it, go in on it, and make it a part of your brand’s messaging. Go shopping online or offline and get a feel for how your customers would browse and buy products. Ask as many people as possible to choose five adjectives to describe your brand — including everyone from your junior-level accountant to the company founder. When you get the results back, look for common descriptors or themes.
Exercise 2: Tone Keywords
Now that you know your target audience, identify your competition. You want to stand out among them and set yourself apart from them, not duplicate their brand strategy. Creating your brand essence is the final and most difficult step. This should be a short phrase or sentence that encapsulates the distinct attributes that define your brand. Pull from the list of values and personality keywords from the previous section, but try to write something that is concise and to the point. Your brand essence is the most important goal you would like your brand to achieve. With the market context in mind, you can compare and contrast differences between brands by grading their strengths and weaknesses.
Semicolon Books was born when owner/operator Danielle Mullen chose to seize the day. After being diagnosed with a tumor on her ocular nerve, she was thinking about legacy. Then, without expectation or intention to open a store, she walked by the perfect space for lease. Not long after, the spot was hers, and she was building shelves. Stay up to date with the latest marketing, sales, and service tips and news. Online schooling is a good option if you do good time management and follow a well prepared time table. Consider it as a great opportunity to learn more and learn better!
Your voice needs to come off as someone they’d get along with + build a relationship with. A brand identity is made up of what your brand says, what your values are, how you communicate your product, and what you want people to feel when they interact it.
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So it could live in the same places, as long as you deliver it with intention in an authentic way. Use our step-by-step workbook with tips, templates, and guidance to help build a brand for your business! Find your purpose, create a mission statement, define your target audience, research competitors…and so much more.
This article has been contributed by Ivio Agency based on eBaqDesign’s platform. Get a bi-weekly blog post on IT, the conference room, and all things video conferencing delivered right to your inbox. Experiential – names which describe the product experience (e.g. Highfive, Zendesk, Under Armour). Then pick up a stack of magazines fit for creative destruction.
All you can do is put your best foot forward at every turn and try to resonate with your core audience. But hopefully, at this point, you have the tools, knowledge, and resources to start. You’ll continue to shape and evolve your brand as you expose more customers to it and learn more about who your customers are and how to speak to them. When a shopper purchases a product from TOMS, they can come away feeling good because they believe in the cause their purchase is contributing toward. Once you’ve got a name down, you’ll need to think about how you’ll visually represent your brand, namely your colors and typography.
Perhaps you’re able to make them more effective at their jobs, so they receive tons of compliments from their boss. Maybe your mortgage products help them purchase their first home and start a family. This story can be an important online bookkeeping basis for your brand identity and marketing content. With nearly any product or service at our fingertips every moment of the day, a strong brand has become more vital to success than at any time in marketing history.
For brands that sell products, the easiest and fastest way to get set up is by trying Shopify. This is a subscription-based software service that offers a website with built-in shopping cart solution. You may shop on Amazon already or have a Prime account. But did you know you can shop for your brand through Amazon Business? I like keeping all business purchases together in this account area.
In the above examples, brand is so much bigger than the logo or visuals for the business. You’ll also notice that their visual brand calls out the Chicago vibe while showing people reading and enjoying the store. Once you’ve made it through these five branding exercises, you’re done, right?
If you have a text logo as your Instagram avatar, for example, it’ll be almost impossible to read. To make your life easier, create a square version of your logo with has an icon element that remains recognizable even at smaller sizes.
Branding exercises are guided activities that help you create an understanding of your company, its vision, and its customers. These exercises serve as tools to help focus your marketing messages, help you with customer interactions, and maintain a consistent and captivating brand. It’s important to audit your brand voice and brand personality regularly so that you are always reaching your target customers. A brand kit contains all the information someone would need to get to know your brand, as well as promote your brand. Almost every brand kit includes the company name and logo, color palette, and other approved imagery. Some brand kits also include information about the company’s founders and team, goals, and products. A brand kit is helpful for press and PR teams, brand ambassadors, affiliates, and influencers.
Author: Maggie Kate Fitzgerald