By Hailley Griffis

Corporations like Apple, Nike, and Starbucks are known for their solid, instantly recognizable brands that are woven through everything they do. While the same can be said for many smaller businesses, building a brand from the ground up can feel daunting for entrepreneurs, especially if you’ve never done it before.

While you don’t need to spend millions creating the next iconic logo, it is worth going through the process of strategically developing your brand. Think of brand building as part of the foundation of your business. While a brand isn’t necessarily a tangible thing, it’s important for connecting with customers, shaping their perception of your company, and building trust among them. Plus, if you have a recognizable brand, it can help potential or one-time customers remember you or help you stay top of mind in the future.

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Audience

The best brands don’t appeal to everyone on the planet; rather, they aim to really resonate with a specific group of people. (This is especially true for small businesses with limited inventory and marketing budgets.)

To determine who your audience (or ideal audience) is, research who tends to buy your product or service the most. Think about who you had in mind when you started the business, too. What problem are you solving, and for whom? It can also be helpful to consider who your competitors are targeting and whether you want to serve the same group of people or reach an entirely different one.

Once you have a general idea of your target demographics, develop personas for them. Have fun with it! Name these proverbial people, sketch out their personalities, and really bring them to life in your head.

A local cooking school, for example, might choose to focus on one of these specific personas:

The Savvy Gourmet: Skilled in the kitchen, these cooking aficionados love mastering new skills that’ll impress their friends and are willing to work (and pay) to do so.

The Motivated Parent: These moms, dads, and caregivers are always seeking to broaden their kids’ horizons, build their interest in cooking, and keep them entertained on rainy Saturdays.

The New Homeowner: Whether they’re new college grads, transplants from roommate-filled apartments, or people who simply never learned their way around the kitchen, these folks want to learn cooking basics in a friendly, non-judgmental environment.

Once you have these “people” in mind, it’ll be easier to develop a brand and content that speaks directly to them.

Step 2: Create a Cohesive Visual Identity

Now that you have a better idea of what you want to accomplish, what you want to stand by, and who you’re talking and selling to, you can start to create a visual identity that matches that.

Don’t even think about logos or other designed elements yet—start with the bigger picture. Consider:

• What moods or emotions do you want to evoke when people see your brand?
• What should people believe about your company, just by looking at it?
• Do you want to align with industry norms or stand apart from them? For example, both financial companies and health food …read more

  Source:: Buffer Blog

        

  

  Author: Aaron