How well do you think you know yourself and how important is it that you do? If you’re a singleton, being able to describe yourself in a way that will attract your ideal someone is the difference between finding your Mr or Mrs Right or endlessly swiping right – and it’s the same when it comes to business.

Understanding your brand and what lies behind it are crucial when it comes to marketing the business to potential customers and achieving your goals.

If you’re struggling to define what you stand for, chances are it’s reflected in your returns. I can help whip your strategy in shape but in the meantime, let’s look at the questions you should be asking:

Defining your brand

Drilling down into the core of your business goes beyond simply knowing what products or services you’re selling, it’s about the ethos behind and the emotions underpinning them. Being 100% clear about your brand story will make it 100% easier to market it to your target audience. So, can you:

  • describe your business in one sentence?
  • narrow this down to three words?
  • now describe it in just one word?

Harnessing that single word will become your marketing strategy’s superpower, and it should be at the heart of all your decision-making.

Looking from the outside in

Of course, it’s not just your perception of your brand and values that matter – what the general public thinks and feels is also hugely important. After all, they’re your potential customers.

Imagine your business was a celebrity: would you choose someone famous for playing a hero or villain, and how would that reflect your corporate values and personality?

That leads to the question of how you think your company is perceived by your target audience now, and whether it’s the perception you want them to have. 

Facebook is a prime example. Businesses love it and for years it enjoyed astonishing growth and incredible popularity. However, recent privacy issues and controversies surrounding misleading or disinformation tarnished its brand to the point where it’s now having to actively repair its public image.

Finally, it’s always worth finding out how your employees perceive your brand. Are they 100% invested in what your company stands for, or are they simply in it for the weekly wage?

Character counts

Getting to the nitty gritty of your business and brand is about exploring the heart and soul of your company and the instinctive, almost emotional response it sparks among your customers and competitors.

If your business was a person, how would you describe them? Could you say, hand on heart, that it’s honest, trustworthy and reliable, or are they qualities that perhaps need a little more work?

A great way to ensure your brand values are on the right track is by asking your customers directly (online surveys are brilliant for this) what springs to mind when they hear your company’s name. You may not like all the answers but that data will be invaluable when it comes to establishing what your business stands for.

Image is everything

I mentioned how competitors could respond to the character of your company, but looking at other businesses, even those that aren’t in the same field, can offer insightful guidance that will help pin down your brand identity and values.

The look of a brand is instantly impactful and can convey a lot of information in almost an instant. Ask yourself:

  • Which brand personalities are you drawn to?
  • What makes them so appealing and attractive?
  • Are there any colours or themes you wouldn’t want to link with your brand?
  • What qualities are you trying to establish with your brand?

The answers to all these questions should help you craft an identity for your company that, coupled with knowing your target audience inside out, will give your marketing strategy a rock-solid foundation. 

If you’re still struggling to define your business brand, don’t worry.
Drop me a line and I’ll help bring that personality to life: