CLARIFYING YOUR BRAND MESSAGE
Branding in the most basic sense is your promise to your customer. What level of quality should they expect from you? What makes you stand apart from the swarm of competition? Why is your product or service needed and important? Effective branding should pull people in and is vital to the success of your business. It will establish your company’s image to your customer both verbally and visually.
Products and services come and go, but brands are what stick in peoples’ minds and what they will be loyal to. People gravitate toward name brand items because they recognize them. They know they can depend on and trust them. In order to clarify your brand’s message and promise, it’s important to keep a few things in mind.
Define Your Brand
Communicating your brand’s mission, voice, and values will help clarify to your clients what your brand is and is not. By having a Brand Mission you can specifically define the purpose and role of your business in the world and how it will benefit the customer. By having a Brand Voice, you will establish a tone that your audience will be comfortable with and recognize. Your Brand Values will help you connect deeper with your audience and let them know why they can rely on you over other brands.
Do Your Research
Knowing what your audience wants and needs is essential in business. Anticipate what really matters to prospective and current clients. Use your Brand Values to connect to your target audience by finding common ground, because people tend to buy from companies who share similar values. Ask for feedback and pay attention to the words they use to describe your brand. Is your message and brand coming across the way you intend it? There’s often a difference between how your want to be portrayed and how you are actually portrayed. Be cognizant of this.
If you’re not true to the foundation of who and what your brand is, you lose all credibility. Staying consistent with your core beliefs and statement will help your customers know what to expect each and every time they interact with your brand. Establish trust with your audience and they will want to return and recommend you to others.
Are you unsure how to clarify your brand messaging? Or maybe you’re still trying to figure out what your brand is. Either way, CAST Design is here to help. We specialize in branding and visual storytelling, creating company identities that stand out against the crowd. Contact us at Cast Design Team for a free assessment and we will get you started on the next step to branding your business.