Your branding is important and will evolve over the course of your business. Branding is more than your logo and your favorite colors. Branding is what your business brings to the world. The impact your business will make. Your values, vision, your companies mission, and culture plays a leading role in your branding.
Take Tiffany & Co. one of my top favorite brands, kicked off this holiday season with an email with three little boys holding a Christmas gift. Now Tiffany & Co. is known for their luxury brand, but they included family in their advertisement because that’s what the holiday season is all about and is what’s important to their consumer.
You may or may not want to build a global brand like Tiffany’s & Co. and your brand will grow as your business grows, decide one area that you will be known for and incorporate it into you brand. Will you be known for service (like Zappos), innovation (like Apple), luxury (like Louis Vuitton), or technology (like Tesla Motors)? Start small and grow. You can have all of these areas in your business, however, knowing what you will lead with will help with brand identity.
Here are some questions to get you started in your branding.
- What are your core values (pick three to five) to lead with?
- Even if you are a one-woman show, what do you want your culture to be like?
- Define the benefits of your service and highlight the features.
- What qualities do you want to be known for?
- Ask your clients and potential clients what they think of your brand. What drew them to your business versus the competition.
Answering these questions will help you to start building the fundamental pieces for your brand. Be consistent and answer these questions every few months as your business grows. Remember it will evolve.