A brand is much more than just a logo or a name. It’s the sum of everything your business represents and the way you interact with your customers. Your brand is what sets you apart from competitors and defines how customers perceive your business.

Creating a strong brand is essential for any business but it can be especially difficult for small businesses. With limited resources and a smaller customer base, it can be tough to get your brand out there and build name recognition.

Fortunately, there are a few things you can do to get started from identifying your target audience to creating a strong visual identity. Here are some tips for identifying and building your brand.

  1. Research your target audience and competitors. Your target audience is the group of people you are trying to reach with your product or service. To find out who your target audience is, look at your customer base – who is buying and who is interested in your product or service.

    Your competitors are other businesses that offer products or services similar to yours. To find out who your competitors are, you can search online with Google, ask other people in your industry or look at business directories, e-commerce websites or on social media.

    A good tip is to search for keywords on Google related to your products and services and see who is spending money on advertising.

  2. Brand Focus and Personality. Considering the focus and tone of your brand may seem a daunting task at first but it is an important step. Fundamental factors to consider include what words you would associate with your brand, what your value proposition is and a positioning statement for your brand. 

    Your value proposition is the heart of your business – it’s what sets you apart from your competition and tells your customers why they should do business with you. But all too often, businesses don’t take the time to truly understand their value proposition. As a result, they end up with a value proposition that doesn’t resonate with their customers or doesn’t accurately reflect their business.

    If you want to create a strong value proposition for your business, there are a few things you should do. First, you need to understand what your customers want and then clearly articulate what your business does that meets those needs. Finally, make sure it’s unique and sets you apart from your competition.

    A positioning statement is a short, clear sentence that describes your company’s unique place in the market. It tells your customers what you do, who you do it for and what makes you different. A well-crafted positioning statement is the foundation of a strong brand and articulates your brand’s purpose. Your positioning statement should be short, sweet and to the point. It should be easy for your team members to understand and recite, and it should be relevant to your target market. Keep it updated as your business changes and grows.

    In order to create a strong association between your brand and the words used to describe it, it’s important to use those words consistently in all of your communications. This includes marketing materials, website copy, social media posts and even the language you use in conversation when talking about your business.

    Creating this association is important because it helps build brand equity and customer loyalty. When customers see and hear your brand described in the same way each time, they will start to remember it and associate it with the values and qualities you want them to think of. Additionally, using consistent language will make it easier for new customers to understand what your brand is all about.

    Logo Tommy Collins

  3. Names, slogans, visual designs and more. Your business name is a core part of your brand’s identity and should be considered from the outset as being more than just a name. The name you choose will have a lasting impact on how customers and clients see and perceive your business. So, it’s important to choose a name that is not only reflective of your business but one that is memorable, easy to pronounce and spell, and will stand the test of time.

    When considering names for your business, there are a few things to keep in mind. Avoid choosing a name that is too similar to other businesses in your industry, as this can lead to confusion. You also want to make sure the name is something you can live with for the long haul – it’s not worth compromising on a name just to get started.

    Ensuring you have a catchy slogan for your business, product or service is essential for making an everlasting impression on your clients.  A catchy slogan is one of the most important elements of your branding – it’s what will remain in customers minds long after they’ve seen your ad, visited your website or spoken to one of your salespeople. That’s why it’s essential to ensure you have a slogan that perfectly captures the essence of your business, product or service.

    Creating a catchy slogan is not always easy, but it’s worth the effort. If you’re not sure where to start, try brainstorming with your team or hiring a professional copywriter. Once you have a few different options, test them out with a small group of target customers to see which one resonates the most. Then make sure to use your slogan consistently across all of your marketing materials.

    Your brand look and feel are imperative to its success – consider the logo, colours, fonts and other imagery you use as all essential to brand success.  Your brand is more than just your logo; it’s the colours, fonts and other imagery you use to create a consistent look and feel for your business.

    Think about it this way: your logo is the face of your brand. It’s what people see first and what they associate with your business but it’s only one part of the equation. Your brand colours, fonts and imagery all play a role in creating a cohesive look and feel for your business and that is what will make people remember your brand and come back to it time and again.

Ready to create or refine your company, product, service or personal brand? Why not contact us at hello@moderncurrency.com.au to discuss your PR and Marketing needs.