Your brand is made up of several overlapping parts. There’s who your customers are and what they want. And there’s your business goals, the way you operate internally, and how you stand out from your competitors. All of this is expressed in your visual marketing materials—like Business Cards, Notebooks, and Letterhead—and the tone of voice you use to communicate with the world, as well as the business decisions you make.
Building a Customer Persona
Try a simple exercise to build a picture of your customers. This will help you define why your business is valued and what it means to the people who experience it. Write down the answers to these questions to give you a starting thought:
- What is my average customer’s age, interests, and budget?
- What’s the most important benefit we offer them?
- Why are they going to choose us above our competitors?
- What problems can we help them solve?
You can do this exercise multiple times to define different customer personas.
Build Brand Values
Brand values are an at-a-glance guide to your business personality – who you want to be, and what you believe in. They’re helpful in keeping you focused and consistent, as you can quickly check against them when making marketing decisions. Why not put them up on a wall in your work-space as an everyday reminder?
- Write down as many adjectives as you can think of to describe your business—whatever comes into your head.
- Separate them in to the ones you like and the ones that don’t quite fit.
- Select 5 or 6 from your ‘yes’ pile, making sure you get a good mix and weed out any synonyms And ta-da! These are your new brand values.
Develop a Look and Feel
Now you’ve created a picture of your brand and its customers, you’re ready to start choosing ways to represent those ideas. To help with messaging and marketing, you can develop a tone of voice to represent your brand. Use your brand values as a starting point for this, and start putting together some words, phrases and styles that suit who you are. On the visual side, you’ll want to choose a color palette, fonts and maybe some graphics to make your brand recognizable.