Here we will define your recommended Branding Process. Just like other important journeys in life, your process will be unique. I cannot possibly recommend a branding process that works for all but I can give you a good overview of the process so you can begin. You can use this outline to get started and then customize it along the way for your particular needs.
Previously I explained my views on choosing a name for your business (What’s in a name? Your Brand). So, you should have that step completed. Now is a good time to review your notes on that process. It will be important to refresh your memory about why you chose the business name that you did and what you hope to accomplish using this name. These thoughts and feelings will be the core of the Branding Process.
What I will do in this post is prepare you for the process. This will be an overview of what you will be working on over the next few posts.
Your Recommended Branding Process
When you are ready to really settle into the process, have a journal or notebook (this could be virtual, depends on your comfort level) and writing instrument or keyboard etc. to take thorough notes and to track brainstorming ideas. Find a quiet private location where you will not be interrupted. Make sure you have water to keep hydrated and don’t start the process hungry, too cold, or too hot. All of these things will be a distraction. Be comfortable so you can focus and let your mind go exploring.
Turn off notifications and cell phone ringers. You will need peace and quiet so that you can create strategies for the success of your business. Remember your “why”? The reasons you started your business? If you truly hope to achieve all of your intentions and goals, you must dedicate this time and set it aside for your process. No one will try as hard to make things happen as you will. It all starts here!
As you contemplate these steps, it will be very important that you answer each question honestly and thoroughly. Or else, what’s the point?
Are you launching a new business or rethinking an existing one? Will this be your one-and-only product or service, or will there be several brands within your company? No matter what the answer is, clarity will be a key factor in your success.
Clarity will assist you in targeting the right audience, get attention from the right prospects, and gets them to follow through with calls to action. In the initial steps of naming your business, you should have used insight and understanding into what exactly will be the driving factor for your business.
Once you have that (you should have defined it when naming your business), you build your brand around it, create excitement, and a following. By truly defining your brand and what it is you’re branding, you will be creating the foundation for all the other components to build upon.
To assist you in establishing clarity, ask yourself the following questions and record all thoughts that come to mind:
What are your products and/or services that you plan on offering? Define the benefits of each of these.
What are the guiding principles that dictate behavior and action within your company? What are your fundamental beliefs?
You will need to create a Mission Statement for your business. If you are an artist, you may or may not be aware that galleries these days require an artist statement. (More about this in a future post). I know, you’re probably thinking, “I’m an artist, not a writer! My artwork should speak for itself!” Don’t worry, I have the process explained to you in another post, Your Mission Statement. How To Capture The Essence Of Your Business .
What does your company specialize in? What is its focus? What sets it apart from its competition?
It’s a big world out there. Have you identified your target market? Who are you trying to sell to or provide services to? Who would be attracted to your company?
What is the tagline of your company? What message does your tagline send to your prospects?
The creative director for The Martin Agency, Steve Bassett, states they gave him bigger, more-expressive eyes, more human-like movements, a shorter body and a slight heft to his shoulders.
They have also decided to use only one announcer (versus 3 previously) who speaks with a more common English accent. “As (computer animation) got better and as we got to know the character better, we did a few things, We wanted to make him a little more guy-next-door. And he looks a lot more real than he’s looked before.”
For your company, what qualities stand out? Do you want to appear edgy, bold? Or tried-and-true, dependable, trustworthy? Do you want to be friendly and approachable, engage and excite? Or is your focus to provide information or educate? How do you want it to be perceived?
Review the answers to the questions above. Taking these responses into consideration, create a character or mascot for your company that represents your products, artwork, or services. What is this character like? What qualities stand out? Is this character innovative, energetic, sophisticated, technical?
This entire process should assist you in formulating the right brand strategy for your business while creating a clear, precise, and distinctive brand identity in the marketplace. Positioning yourself in the right way will bring you both short-term and long-term success.
If you found this post to be valuable or helpful in some way, please share it on your favorite platform so I can help someone else the way I just helped you. Thank you for sharing!