Branding your business is less about making something new, and more about defining what’s already there. Here’s how to discover your business personality and how to introduce it to the world.
Your brand is made up of several overlapping parts. There’s who your customers are and what they want. And there’s your business goals, the way you operate internally, and how you stand out from your competitors. All of this is expressed in your visual marketing materials—like Business Cards, Notebooks, and Letterhead—and the tone of voice you use to communicate with the world, as well as the business decisions you make.
Try a simple exercise to build a picture of your customers. This will help you define why your business is valued and what it means to the people who experience it. Write down the answers to these questions to give you a starting thought:
You can do this exercise multiple times to define different customer personas.
Brand values are an at-a-glance guide to your business personality – who you want to be, and what you believe in. They’re helpful in keeping you focused and consistent, as you can quickly check against them when making marketing decisions. Why not put them up on a wall in your workspace as an everyday reminder?
Now you’ve created a picture of your brand and its customers, you’re ready to start choosing ways to represent those ideas. To help with messaging and marketing, you can develop a tone of voice to represent your brand. Use your brand values as a starting point for this, and start putting together some words, phrases and styles that suit (or don’t suit) who you are. On the visual side, you’ll want to choose a color palette, fonts and maybe some graphics to make your brand recognizable.