Why Branding?
When I ask many small business owners, entrepreneurs, solopreneurs and anyone establishing and building a brand, what their brand represents, I am often told what products or services the business provides. It often takes several probing questions to begin to understand what a specific brand represents.
Why is branding so challenging for us? What makes a brand unique? Why is branding necessary? To truly understand your brand, you must first clearly articulate and understand your “Why?” What was the primary reason behind your brand? Your brand must represent the customer engagement and customer experience at every touchpoint within your business. Whether your provide a product, service, your brand must exceed represent your values, beliefs and reason for being. Also, think about what is the personality of your brand, how your brand will be identified and how your customers will differentiate your brand.
As you develop, define and refine your brand, think about these five things:
1. What is your brand promise?
2. How do you want your customers and competitors to perceive your brand?
3. What should customers expect from your brand?
4. What is your brand’s personality?
5. How will your customers identify your brand?