Branding is one of the most difficult parts of starting a new business. It relates to so many factors that are constantly changing. Branding also has a huge impact on how your business is received. One thing you have to have in order to make a good brand is a strong personality. To help you get your branding on point, here are our five steps to creating a strong personality for your brand:
Step 1: Why?
The question of why should be at the heart of everything you do when you develop your brand. Investing in things like promotional products is a great idea, but spending money on them without knowing why is a mistake. Ask yourself why you started your business and who you are trying to help. Knowing these things will give you a strong foothold when you begin growing the roots of your brand personality.
Step 2: Who?
Who is your target customer? What would they want from your brand? If your business is going to truly help somebody have a better life in some way, then you have to know what that person needs. This level of understanding helps you grasp what kind of personality a winning brand would have to reach the right people.
Step 3: What Does Your Team Know?
A minimum of 29% of projects fail because of poor communication, so it is time to start talking to your team. The team you have developing and representing your brand personality need to understand what you have discovered during your research.
Weekly meetings to discuss findings can be crucial to ongoing communications. It will ensure that your team is reflecting on recent findings, and most importantly, moving the personality of the brand forward. Consistency is important when it comes to brand personality, so everybody on your team has to be on the same page.
Step 4: Don’t Skimp On Quality
Everything you invest in your branding should be high in quality. This includes every post and newsletter you publish, every word of copy on your website, and even every freelancer you hire. If you want a strong brand personality you must invest in understanding and developing your brand’s key morals, values, and messages.
Step 5: Listen
Have you ever seen a TV show where entrepreneurs pitch for investments from millionaires but never listen to the advice they are given? How about online reviews where the company responds to a critical customer with a defensive and unprofessional response?
These are mistakes you can’t afford to make if you want to create a strong brand personality. Instead, go out of your way to listen. Which aspects of your branding are customers already responding to? How are you currently building strong relationships with customers? What are the strongest points expressed in feedback?
What customers are saying is free business advice, and if you want a truly strong brand personality then you have to treat every piece of feedback as gold dust.
“Brand is the holistic sum of customers’ experiences, composed of visual, tonal and behavioural brand components, many of which are shaped by interaction design.” – Kate Kaplan
Hopefully, our tips above have helped you feel a little closer to developing a strong brand personality. A strong brand provides customers with reassurance, trust, and meaning — all things that take time to build. With a considered, thoughtful approach and a commitment to the most effective strategies, you can build phenomenal brand awareness for your company.