So many business owners and marketing experts put a focus on the uniqueness and the individuality of the brand that they might at danger of forgetting what the brand is supposed to be for, in the first place. Brands are there to communicate the core of your business, what it does and what it stands for, to your consumers. If you’re having a hard time getting that brand message across, here are some ways to help it better connect.
Know who you want to reach
Developing and creating a brand should not be a self-serving endeavour. It’s not about discovering the true spirit of your business. It’s about reaching an audience. So, the first thing you should do is think about who that audience is. Develop a customer profile that helps you understand what demographics you’re likely to be talking to, what kind of lifestyle they’re likely to have, and what problems they need to be solved in their daily life. This can help you get a much better idea of what shared points of view you can communicate from.
Get back to the basics
If you feel that maybe your brand identity or position is a little too complex or difficult for your average audience member to understand, then you can start by bringing it back to basics. In marketing, it’s understood that there are 12 brand archetypes that serve as the basis for all brands. If yours doesn’t fit one, then try to find one that you can adopt. Otherwise, try to learn a little further into the archetype, as these are tried and true messages that we know that audiences can understand.
Find your market position
Unless you are very lucky, you’re not likely to be the only one in your market. You’re likely to have competition that you need to consider, as well. Do some competitor market research to see more about how they brand and position themselves. You can try to compete head-for-head with the same type of branding as them, but it can be easier to find your own niche and your own image, focusing on projecting the qualities that they are not. Of course, there has to be a market demand for the qualities that you make the focus of your branding, which comes back to knowing who your target audience is.
People connect better with other people than they do with concepts or companies. If you want to be able to get across your story a little better, then put your face on your brand. Build your personal brand alongside your business’s brand. Even if you don’t get to Elon Musk of personal brand power, you can at least make it easier for people to empathise with and identify with the aims of the company and the personal motivations that drive it.
If you want to improve your business’s online presence, you need to think about how your brand is seen. Hopefully, the tips above can help you do just that.