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 and creating a strong brand identity.

What is Our Brand Identity?

Do you already have an existing brand identity that is geared to become a successful brand? Because your brand is more than just your company name, your brand’s logo and its 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.

You want to figure out your brand’s identity by trying to figure out the right direction you need to go into and see how your audience perceives it. To have a great brand, you need to figure out your brand identity, like what type of brand image you want to use, the visual elements that you want to include throughout your brand’s story, and your brand’s values.

So when asking yourself this question, there’s actually plenty to consider in your brand identity research.

  • Identify your brand’s values: Determine the values that your brand represents. What beliefs and principles guide your brand’s decision-making and behavior?
  • Determine your brand personality: Identify the personality traits that best represent your brand. Is your brand quirky and fun or is it more professional and serious?
  • Define your brand’s purpose: Determine the purpose and mission of your brand. What do you want to achieve with your brand? And what impact do you want to have on your audience?
  • Develop your brand’s voice: Determine the tone and style of communication that best represents your brand and your brand values. Is your brand’s voice formal, conversational, or humorous?
  • Create a visual identity: Develop a visual identity that represents your brand. This includes your basic logo, color palette, typography, and other visual elements that distinguish your brand.

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 telling another about the touching story and history associated with your brand.

Finally, it is important to determine how you want your brand values to be perceived by your audience by testing and adjusting your brand identity. Understanding how you want your brand to be perceived will help you to create a brand personality that resonates with your audience and drives your brand’s growth. Brand identity includes all these different questions that you’ll need to ask yourself.

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 can you figure out your target market? Take some of these steps below and see if this can help you determine who your target market is.

  • Conduct market research: Conduct market research to gather data on your target audience, including their behaviors, preferences, lifestyles and attitudes. You can use surveys, focus groups, social media or other tools to gather this information.
  • Identify your product or service: Determine what product or service you are offering and what problem it solves or need it fulfills for your audience.
  • Analyze your current customers: Look at your current customer base and identify common demographics, such as age, gender, income, education level, location, and lifestyle.
  • Analyze your competition: Look at your competitors and identify their target audience. Determine what sets your product or service apart from theirs and who would be most likely to choose your brand.
  • Create buyer personas: Develop detailed profiles of your target customers, including their demographics, behaviors, and preferences. Use this information to create buyer personas that represent your ideal customer.
  • Refine your targeting: Use the information you have gathered to refine your targeting. Identify the specific groups within your target market that are most likely to buy your product or service, and focus your marketing efforts on them.

So when taking a look at your brand identity and who your target audience is, we need to figure out your brand voice and make sure it is geared to your target customers. As any new brand tries to figure out their brand’s values, we need to make sure that your brand strategy is geared toward the target audience. Any strong brand identity will have a strong brand story that is geared to our brand’s visual identity and to our ideal customers.

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. Narrow down a few core values of your business that you want to be known for. For example, speed, convenience, and friendly service are most important to most consumers. We highly recommend incorporating some of these elements into your business when you’re trying to deliver a quality customer experience.

Here are some identifiers to figure out how you can help make your customers feel when developing your personal brand:

  • Understand your customers: Take the time to understand your customers needs, wants, and pain points. Use this information to create products, services, and messaging that resonate with them.
  • Be authentic: Your customers will appreciate authenticity and transparency. Be honest and open about your brand, and don’t try to be something you’re not.
  • Create a positive experience: Every interaction with your brand should be a positive experience for your customers. Consider all touch points, from your website to your social media profiles, and make sure that they all contribute to a positive experience.
  • Focus on emotions: Emotions play a big role in customer satisfaction and loyalty. Consider how your brand can create positive emotions for your customers, such as happiness, comfort, or security.
  • Offer value: Your customers want to feel that they are getting value from your brand. Make sure that your products or services offer real value to them, whether that’s through quality, convenience, or price.
  • Build a community: Creating a community around your brand can help your customers feel connected and invested in your brand. Consider creating a forum, Facebook group, or other online space where they can connect with each other and with your brand.

By focusing on these elements, you can create a personal brand that makes your customers feel valued, appreciated, and connected. This can lead to increased loyalty, word-of-mouth referrals, and ultimately, business success.

When you’re trying to create a solid brand identity and looking for those valuable customers, make sure your marketing strategy reflects your company’s mission and the feelings of your ideal customers.

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.

How can you make a memorable slogan? Here are some key points to keep in mind when trying to come up with your slogan:

  • Keep it short: A good slogan should be easy to remember and catchy. Aim for a maximum of 7-8 words, and try to make it simple and easy to say.
  • Reflect your brand’s personality and values: Your slogan should be consistent with your brand’s identity, values, and messaging. Make sure it reflects your brand’s personality and resonates with your audience.
  • Make it adaptable: Your slogan should be adaptable to different channels and situations. It should work well in print, on digital platforms, and in spoken word.
  • Focus on benefits, not features: Your slogan should focus on the benefits that your brand offers to your target audience, rather than the features of your products or services. Highlight the emotional benefits that your brand provides, such as happiness, comfort, or security.
  • Test it out: Before finalizing your slogan, test it out with your target audience. Get feedback on how memorable, catchy, and resonant it is. Make any necessary tweaks to ensure that it resonates with your audience.

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!

Here are some tips on how to find some brands that can inspire you and help you develop your brand identity:

  • Look for brands in your industry: Start by looking at other brands in your industry or niche. Identify brands that are successful, innovative, or well-respected, and analyze what sets them apart.
  • Look for brands that have a strong visual identity: Identify brands that have a strong and distinct visual identity. Consider the colors, typography, and imagery that they use, and how they use these elements to create a cohesive brand image.
  • Consider your own personal values: Think about your own personal values and beliefs. Identify brands that align with your values and inspire you because of their mission or purpose.
  • Consider brands that create a positive customer experience: Identify brands that create a positive customer experience, both online and offline. Look at how they interact with customers, how they handle customer service, and how they create a sense of community around their brand.
  • Look for brands with strong storytelling: Identify brands that have a compelling and authentic brand story. Consider how they use storytelling to connect with their audience and create an emotional connection with their brand.
  • Consider brands that are innovative: Identify brands that are pushing boundaries and doing things differently. Consider how they are innovating in their industry, and how they are using technology or other tools to create a unique brand experience.

By analyzing and identifying what brands inspire you, you can gain valuable insights in creating a clear brand identity and how you can differentiate yourself from competitors in your industry.

When you’re trying to create a solid brand identity and looking for those valuable customers, make sure your marketing strategy reflects your company’s mission and the feelings of your ideal customers.

Building a strong brand is essential for your company because it makes it easier to stand out from the competition, encourages customer loyalty, and gives your audience a dependable experience.

At Your Brand Cafe, we can help you create a clear and compelling brand that connects with your target audience and puts you on the right track for business development by focusing on these key questions and asking yourself the right questions. Our vast selection of custom promotional products – including coffee cups, apparel, merchandise, and restaurant accessories will help spread awareness for your brand and build customer loyalty towards it as well.

To give your customers the best experience possible, always remain true to your brand’s values and messaging, adjust to shifting market conditions, and keep an eye on how your ideal customers are feeling. With enough consistency, your brand can advance your company and forge enduring relationships with your audience if you take the correct approach to building it. Contact Your Brand Cafe today to take your brand marketing to the next level!

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.