How to Define Your Brand

How to define your brand begins with the understanding that brand definition should be the product of a well-thought-out unified marketing campaign. A strategy for sharing what an organization stands for. It should include all advertising and marketing media, from collateral material to signs on the building. It shouldn’t be left to the consumer to figure out the mission and vision of the business. And it shouldn’t be confusing—jumping from one message to another, depending on the format. And it shouldn’t be distracting, obscure, or irrelevant. Here’s how to define your brand.

How to Define Your BrandWho is your target audience? What do your customers have in common? What market do you want to reach that you haven’t?What are the benefits? What does your product or service do for your customer? What are the benefits to them?What problems do you solve? How do you help consumers? How do you make their lives easier?What’s your position in the market? Are you high-end or low? Do you deliver faster, make it better, or excel at customer service?What is your message? What should consumers know about your brand?What is your vision? Where is your organization headed, and how will that impact clients?How do customers, clients, and prospects perceive you?Creating your Brand

It begins with a logo

The logo should be easy to share across formats, simple, uncluttered, and easy to recognize.

Add a tagline

A tagline is the beginning of your story. It introduces the prospect to who you are and what you do.

Tell your story

Keep it simple and on point but compelling. The prospect should want to learn more because they can relate to and appreciate your story.

The next step is to share your logo, tag, and story.

Sharing your Brand

You should share your brand on everything your organization has that a customer or prospect might be exposed to.

Social Media Icons – All should use a version of the logoWebsites – Every page should fit a style guide conforming to established brand typography.Signage – Interior and exterior signs should use the brand’s logo, colors, and typography.Blogs – Once again, the format, images, and header should fit the style guide.Collateral material – All printed information from brochures to service forms should conform.Graphics – Floor, wall, vehicle, and window graphics need to fit the style guide.Business cards – Should promote the brand while sharing contact information.Promotional products –Trade show giveaways, holiday gifts, and employee recognition awards should share the organization’s logo, font, and colors.

A successful brand builds trust; it’s recognizable in many forms and relates to the consumer. A unified brand should share who you are, what you stand for, and how you can be counted on across media. How do you share your brand?

How Can I Help You?

I like to help people and organizations, but I have three criteria I consider before taking an assignment – I believe in what the organization stands for, I know I can help, and it looks like fun. If you have any questions, Contact Me. 

So, does your business have a management training plan? Because if not, many organizations, large and small, use my book, The New Manager’s Workbook, a crash course in effective management, as the basis for their leadership development program. Check it out.

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Photo by David Lezcano on Unsplash

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