Building a compelling brand is something that businesses of all sizes are striving for each and every day. Every business wants to create a brand that will resonate with customers. It is easy to look at big brands and see how well-defined they are, then wonder how you can establish that for your own brand. Creating a clear brand identity can help customers to see your brand in a much better light, but you need the right approach to make it all possible. In this article, we will explore some important questions to ask yourself while branding.

Mission Statement: Why Are We Doing This?

Every single brand should be able to clearly define what they do and why. A brand that doesn’t understand the big goal behind its operation is one that will not last a long time. Customers should always know what to expect—and you need to know your mission before you can explain it to customers.

Mission statements have a unique way of resonating with audiences. Customers want to work with brands with missions that support their goals. They want to see brands that are trying to make the world a better place by doing what they do. Whether that is selling food, products, or services, customers want to understand what you are chasing. A strong mission can help your audience to rally around your cause.

Who is Our Ideal Customer?

Every brand wants a huge audience that will fall in love with their branding. Unfortunately, it does take a little time to get there. When you first start, you want to consider a few clear customer identities. Who are you trying to speak to? Make sure that you can identify these individuals.
After you’ve identified your target audience, you can start making customized branding approaches that will suit their interests and needs. Over time, you will find yourself adding more customer types to the list. As you move along, consider who you really want your brand to appeal to and go from there.

What Makes Us Different From Our Competitors?

Being able to stand out from the competition is very important for brands in every niche. In a world where countless other individuals are doing what you do, how do you stand apart? What makes your brand so special that an interested person should choose you over them? If you don’t know the answer to this yet, that is fine—but you will need to figure it out.
The truth is that the average customer wants to go with the best, not just any old brand. Being able to clearly demonstrate what makes your brand special is crucial. As long as customers understand who you are and how you’re different from other businesses in your industry, they’ll know to choose you every single time.

What Are We Doing to Tell Our Story?

The real key to branding is simply to tell a story. Every brand has a story, and if yours doesn’t, you will have a hard time resonating with customers. Having a brand story that appeals to customers can help to win their attention in the first place, but it can also keep them coming back for more. Let customers be pleasantly surprised by your story so that each new piece that they learn will make them that much more interested. To clearly define your story, you need the right tools.

Social Media
Social media is mandatory for brands of all kinds now, regardless of industry. A brand without a social media presence can seem outdated or like they just don’t have the bandwidth to make it. Fortunately, you can use social media to grow and share your brand in a number of ways.

Sites like Facebook, Twitter, and Instagram offer an easy place to meet your customers and share your story. You can use Instagram to post highlights from employees while they work—or to show off exciting new additions to your brand. Use Instagram to hype up your brand and welcome people to look inside and learn more about what you do. Visual imagery and simple text posts can go a long way when it comes to reaching your audience.

Logo Design
Your logo will often be the first piece of branding that a customer sees in a lot of circumstances. Since this is the case, it is very important to have a good one. Use your logo to catch customer interest, but also use it as an opportunity to clearly define your brand. You will find that when a logo is good, customers are proud to display it.

What is Our Personality?

Brands must have a clear personality, though it will likely change with time. Focus on what your brand offers right now and look for ways to demonstrate what you hope to see in the future. If you own a small business, emphasize your personality through signage, product names, and aesthetics. If you have a special kind of décor, make sure that customers get a chance to see it. This can make all the difference in the world regarding how people perceive your brand. Help customers to see your brand as more than just a simple shop or system. Invite them in and encourage them to learn more by making your brand match their needs.

The Takeaway

Branding is a lot of work, but it can also offer a lot of creativity and fun. By asking yourself these questions, you make it possible to catch the attention of your audience and give them a reason to keep coming back. Brand loyalty builds businesses, so make sure that you take the time to really show your audience what you bring to the table. When audiences can resonate with a brand, they are more likely to continue to work with it—and they are also more likely to proudly share their experiences.

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.