Developing your brand from the ground up seems like climbing a ladder when you first start. However, business owners quickly learn that it’s more similar to a roller coaster filled with ups and downs. As you progress through your first few years of starting a business, you’ll find that the brands that succeed learn more about themselves and their target customers. That’s why we’re here to discuss the questions that you should be asking yourself when you’re developing your brand.
What is Our Brand Identity? Your brand is more than just your name, logo, and color schemes. It’s the way that others perceive your brand. Each company is unique in the way that they engage with existing customers, potential customers, and even their own staff. Not to mention, there are several factors to brand identity that include personality, mission statement, slogan, and the presentation of your products and services.
So when asking yourself this question, there’s actually plenty to consider. One of the best methods is to write down every visualization that you have while developing your brand identity. For example, picture a few customers discussing your business and imagine how the
conversation would go. Imagine if one of your best customers loved your brand because it stood out from the rest of competition with bold colors and one-of-a-kind beverages. Or maybe one customer was raving to another about the touching story and history associated with your brand.
conversation would go. Imagine if one of your best customers loved your brand because it stood out from the rest of competition with bold colors and one-of-a-kind beverages. Or maybe one customer was raving to another about the touching story and history associated with your brand.
Who is Our Target Market? It’s easy to say that you want to appeal to everybody or the broadest possible range of customers. However, it often just makes your feedback unclear when it’s time to adapt. Your target market is the type of customer that resonates the most with your brand. Even though the tech behemoth Amazon appeals to the whole world now, they certainly didn’t start that way!
In the mid 90’s, Amazon focused on selling books. At the time, buying books online was a scarce market and a very specific niche. While the whole world wasn’t running to Amazon to buy books, they still knew exactly who their ideal customer was. By consistently growing and reinforcing their brand, Amazon was able to expand into new demographics and products.
How Do We Make Our Customers Feel? What kind of emotions are associated with your brand? Do you want customers to feel calm and relaxed when they think of stepping foot inside of your business? Or perhaps passionate and motivated? Give customers a positive experience and they will buy more often and become more loyal. When you offer new promotions or create an experimental rewards program, these customers will be the first ones to participate!
Once you understand how you want to make your customers feel, focus on being consistent. According to this report, 59% consumers will walk away – even from a brand they love – after a couple of bad experiences. Instead,
narrow down a few core values of your business that you want to be known for. Speed, convenience, and friendly service are most important to about 80% of consumers. We highly recommend incorporating some of these elements into your business when you’re trying to deliver a quality customer experience.
narrow down a few core values of your business that you want to be known for. Speed, convenience, and friendly service are most important to about 80% of consumers. We highly recommend incorporating some of these elements into your business when you’re trying to deliver a quality customer experience.
What Should My Slogan Be? Your slogan is a catchphrase or a few words that describe your brand and mission. Just like companies have attractive logos that describe their brand in a nutshell, a slogan achieves the same result in the form of words. Ask yourself what your slogan should be. Is it something easy to remember? Does your slogan make your customers feel a certain type of way? It can include a key benefit that your product or service provides, too.
The best way to start is to look at a list of slogans made by successful brands. Think about how you feel about certain brands and notice if their slogan matches how you feel. Here’s a list of popular brand slogans to get started:
  • Verizon – 5G Built Right
  • M&M – Melts in Your Mouth, Not in Your Hands
  • Nike – Just Do It
  • McDonald’s – I’m Lovin It
  • Wheaties – Breakfast of Champions
  • Red Bull – Red Bull Gives You Wings
What Brands Inspire Me? By utilizing the power of slogans and doing your research, it’s likely to lead you to this next question. What brands inspire you the most? Each industry has their titan brands that wear their company values on their sleeve and deliver extraordinary service and culture. Maybe you’re in the coffee industry and the catchy social media posts of Starbucks inspire you. Or perhaps you’re developing an energy product where Red Bull’s mission statement of “giving wings to people and ideas” motivates you to create a thought provoking brand. However we perceive brands, they are our favorites for a reason. They emotionally connect with us and in return, we devote our loyalty back to our favorite brands!

Drew Thomas

Drew Thomas is a graduate of Georgia College & State University, where he earned his Bachelor's Degree in English Literature. He is an expert in brand marketing and has experience in freelance writing on topics ranging from sports to music reviews. He has also spent time as an editor, having revised website copy and press releases for local businesses. In his free time, Drew enjoys performing music, reading, hiking, and spending time with friends.

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