THE TOPIC ON THE BLOG IS BRANDING
Before I jump in you should know my background is in advertising and PR with a heavy emphasis on, you guessed it, branding. In addition I have over a decade of experience in general marketing and media sales.
Last year I joined the board fora local non-profit. One of the things that interested our President in my appointment was my background in marketing.
This week I was able to host a marketing planning session with our marketing committee and it was music to my ears. There was talk of storytelling and brand architecture – the importance of consistency and messaging strategy. All the things that can easily get overlooked and create brand confusion. It was thought leadership and big picture thinking. Ahh…it felt good.
Being in the planning meeting today reminded me that brand strategy and planning isn’t just for corporations or non-profits. It’s equally important for small businesses, entrepreneurs and even us bloggers. Now I might be new to blogging but I’m not new to branding and marketing.
Trust me when I say that a little hard work upfront in brand development makes all the difference in the world. It’s a big process soup-to-nuts but with just a little organization you can be off to a quick start.
- Clearly determine what you want to be known for and think of three to five descriptors to describe you and/or your service.
- What service or solution will you provide for your audience and/or customers and how are you adding value for them?
- Find competitors in your space and ask yourself – what do they look like, colors and imagery? What is the tone of their messaging? What are they solving or providing for their customers or audience? How are you different from your competitors?
- Think about what colors, imagery, and tone of voice exemplify you and those descriptors that you came up with.
- Start to pencil out your brand architecture. What do you stand for? What does your brand voice sound like? What are you solving or providing for your audience? What are some of your main messaging points?
- Then evaluate. Are the things you want to be known for aligning with what you are solving for your audiences and/or customers? If so, move forward. If not, go back and identify what is off.
Starting with these six steps will help you build a consistent brand that consumer and audiences can trust. It’s a little more work than just winging it but it will provide a more thoughtful and put together end result.
What challenges are you having with organizing your brand, personal or business?
I’m here to help. Let’s chat. Leave a comment below.
Be on the lookout for part two of building your brand – building your brand tool kit.