Building your brand—an exercise all at once difficult, yet incredibly important and ultimately rewarding. After all, your brand defines you, your company. As your identity, it is who you are. It is the reason people listen to you and buy what you sell. Now, ask yourself and your team—do you meet these 7 criteria as you go about building your brand?
Criterion No. 1. Who is your consumer?
First things first. When creating your brand, paint a detailed picture of your target audience. Who are they? What do they want? Why do they want it? Building this ideal consumer model gives you a checklist—a cheat sheet if you may. Refer to this, every step of the way, to make sure you toe the line very precisely—that you meet the needs and wants of this target.
Criterion No. 2. What is your brand’s personality?
Give your brand its unique “personality,” a set of human characteristics that people easily relate to. Brand personalities are a plenty―the Comedian, the Know-it-all, the Rule-breaker, or the Hero.
Your rule of thumb? Select a personality that ties in with your company’s image & values.
Criterion No. 3. What emotions does your brand trigger?
Carefully match with your chosen brand personality with specific emotions that you want to evoke from your audience. Important here is the interplay between your intimate consumer knowledge and your company and brand’s image and values. Once you connect the right dots, hit the right buttons, or make the connection, you can decide if you want to trigger fun, or nostalgia, or even anger.
Criterion No. 4. What is your brand story?
This story should be the entry point for consumers to adopt your brand. For this to happen, your story needs to include two elements. One, it needs to tell customers who you are, what you do, how your brand reflects your company’s beliefs and values. Two, it needs to connect with customers’ needs and wants―not brag about your brand’s qualities. Instead, show your audience how your brand’s benefits will make their life better and easier.
Criterion No. 5. What visuals best project your brand?
With branding probably comes your main identifier, or a company logo. However, consider this only one small part of the overall brand visual.
Select color scheemes, font, web design and imagery to make your brand kit stand out―Bold, Brave, and Beautiful.
For best results, don’t gamble. Work with an innovative creative agency—like Graffic Traffic—and leave your competitors to eat your dust.
Criterion No. 6. Where and how does your brand interact with consumers?
After creating and developing your brand, which media do you select to project its image? Do you reach out to your target audience via traditional media―TV or radio? If you engage social media, which platforms? Or does your brand speak to consumers in-person, experientially?
No matter how you interact, the interactions must be true— and defined― congruent to all the brand crieteria you have established.
Criterion No. 7. Does your brand truly connect with your audience?
Time to reflect and review. You have gone through the paces―defined your customer, refined your message, and developed your brand. Now, step back and examine these with fresh eyes― within your brand team reexamining your work, or bringing in outside people to look with a new perspective. Your work should be judged incredibly clear and easy-to-understand look and feel. If not, repeat work on all criteria until your brand truly connects with your audience.
Read Emotional triggers always work and imagine countless creative ways to engage your customers to your brand.