A brand isn’t just a logo. It’s the overall look and feel that your customers associate with your business at every point of contact.
The most successful businesses maintain a strong, consistent brand voice across all channels, as it can help cut through the noise and reach the right audience segments. In fact, a survey from Inc. suggests that presenting a consistent brand leads to an average revenue increase of 23 percent.
If you’re trying to establish brand consistency, these six branding tips for business success can help you to identify and communicate with your audience.
1. Identify your brand’s core values
Before you dive into details like colors and designs, you should cement the core values of your brand. Think of it like this: your brand’s core values are the seed from which your brand voice will grow.
Define everything that your brand stands for. What fundamental beliefs are going to shape the behavior of your business?
2. Listen closely to your audience
After you decide what your business stands for, it’s time to figure out how to deliver its messaging effectively.
Begin by understanding the language that your target audience uses. The easiest way to do this is by interacting with them online.
Visit the online communities that your audience participates in (like Reddit or Quora) and take note of their vocabulary, mannerisms, and pain points. This will help you develop a voice that they can relate to.
3. Take a look at your competition
After listening to your audience, turn your attention to your competitors’ brand voices — but not with the intent of imitating them. Instead, use them as a reference to avoid their mishaps and improve your own communication strategy.
4. Create your perfect customer persona
Use the information you’ve collected to create a profile of your imaginary ideal customer. This exercise personifies everything that you learned about your audience, so it’s easier to tailor a voice that speaks to them.
Ask questions like:
What are their shared beliefs?
- What kind of lifestyles do they live?
Which social platforms do they prefer?
- How do they use products or services like yours?
5. Figure out how to serve your persona
Based on the preferences of your ideal customer, brainstorm ways to present your brand.
Ask yourself which features they would value most in your product or service.
If you sell a product, should it be minimal, eco-friendly, inexpensive, designed to last for years or updated periodically?
If you provide a service, should it be relaxed, serious, attentive, remote, or on-site?
6. Match your voice to style guidelines
Now comes the fun part. Your core values and the features that your persona wants will shape your specific tone and feel.
For example, if you’re a hiking equipment manufacturer, the core values of your company may be reliability and enhancing people’s outdoor adventures. Your persona may want boots that adapt to different terrains, last for years, and look stylish without sacrificing protection. This overall theme of nature, durability, style, and protection can translate into:
Inspiring Instagram or Facebook posts about adventure and exploration
Partnering with hiking influencers to reach the right audience
An impressive money-back-guarantee to highlight the durability of your product
- An earthy visual aesthetic to complement your messaging
The key is matching your customers’ wants with the communication channels, vocabulary, and style they respond to.
Crafting a strong, consistent voice will help you draw your target audience out of the crowd and to your website or storefront. These branding tips for business can help you get there.