Marketing Your Business: Branding | Part 1
- Geek House Data Dynamics
- Aug 26
- 5 min read
What Is Branding?
Just getting into branding? Here are some branding terms that we use with an example at the end. We are taking all our paid programmes and turning them into articles to read for free - We are going back to our Mission Statement of:
"We ARE The Business Consultant Our Founder Needed When She Started Her First Business"
This means offering Our Tips and Advice for free instead of behind a paywall, which is why we also will always have our free consultations.
Brand Identity:
Developing a unique and consistent brand identity is crucial for any business seeking to establish a lasting presence in the market. This process involves creating a distinct brand voice that reflects the core values and personality of the brand. A well-defined visual identity, which includes elements such as logo design, colour palette, typography, and imagery, plays a significant role in how a brand is perceived.
Visual Identity/Business Outfit = Branding Guide. Think the McDonald's M/Golden Arches: Yellow, Welcoming, Consistent.
It is essential to ensure that these visual elements are not only appealing but also resonate deeply with the target audience, fostering recognition and loyalty. Additionally, crafting messaging that communicates the brand’s mission and values in a clear and engaging manner is vital. This messaging should be consistent across all platforms and touchpoints to reinforce brand recognition and trust among consumers.
When looking for luxury customers/clients, your branding guide isn't going to be cartoonish, its going to be sleek, sharp. The same way would show greenery and plant based to show a vegan café. It's how you want people to perceive you and although it sounds it isn't as easy as slapping colours together and hope for the best #ColourTheory
This is why there is a service called Brand Alignment, offered by logo makers, business consultants, (and us). In this we discuss the general vibe that you are going for, the mission statement, and even the values to create a branding guide with font styles, colour palettes and specific made icons, along with a logo and business cards using the branding guide. That way the brand stays consistent, we ourselves have a brand guide like all businesses. Brand guide and alignment is often overlooked when one first starts a business, but it is an important part of your business and is used for websites, and even decorating your business premises to keep the business brand aligned throughout, on and offline.
Brand Positioning:
Effective brand positioning involves strategically placing a brand within the competitive landscape to highlight its unique qualities and advantages. This process begins with thorough market research to identify competitors, target demographics, and market trends. By understanding where the brand fits within the existing market, businesses can develop a positioning statement that articulates what makes their brand different and desirable.
What are your USPs (Unique Selling Points) it can be hard to think of what makes you different to everyone else because someone out there WILL also have that USP, but the difference between the two of you could be location, they could be Canada and you in the UK, or even more They could be 3 towns over.
The goal is to create a distinct image in the minds of consumers that not only differentiates the brand from its competitors but also makes it appealing to its ideal customers. This positioning should be reflected in all marketing efforts, ensuring that the brand communicates its unique value proposition effectively.
If we look at Ferrari, the fiery RED, the untouchable prestige. If you are ever to be lucky enough to buy a Ferrari, because their brand is so specific they "apparently" will not let you mod or change the car in any way. To keep it consistent with their brand at all times instead off a potentially "UGLY" mod... I guess the customer isn't always right in matter of taste either.
Brand Storytelling:
Brand storytelling is a powerful tool for building emotional connections with audiences. It involves crafting a narrative that conveys the essence of the brand, including its origins, mission, and values. A compelling brand story can evoke emotions and foster a sense of belonging among consumers, making them more likely to engage with and support the brand.
Do you have any challenges or triumphs? The point of brand storytelling is to emphasize authenticity with your target audience.
Brands should strive to be genuine in their storytelling, as consumers are increasingly drawn to narratives that resonate with their own experiences and values. Additionally, leveraging various platforms—such as social media, blogs, and video content—can enhance the reach and impact of the brand’s story, allowing it to connect with a broader audience while maintaining relatability and engagement.
This doesn't mean air your dirty laundry (although if you have any gossip, dm me), its about making yourself a part of a community. If you think of the New York Bakery Company, doing the bagel ad where the woman made all the bagels and it was showing how much a part of the community she was and how many peoples days she made better with her bagel.
Mission Statement:
The mission statement of a brand is like a guiding star that illuminates the path it treads. It serves as a beacon of purpose, steering the brand towards a higher calling beyond the pursuit of profits. A well-crafted mission statement encapsulates the soul of the brand, articulating its raison d'être and the impact it aspires to make in the world. It is a declaration of intent that communicates not just what the brand does, but why it does it.
It's the core of the business, if you strip back everything, you're left with the core of who you and your business are and the questions to ask are: What is the core of you and your business? why are you doing business THIS way? and finally, Why you and not someone else? By finding your clear mission statement, the brand can define the identity... remember the vegan café... but also establish a moral compass to influence your business decisions and actions - Finding the right suppliers etc.
Mission Statement -> Purpose
Vision Statement -> Goals
Values & Beliefs:
The values and beliefs of a brand are the bedrock upon which its entire existence is constructed. They are the fundamental principles that shape its character, define its ethos, and guide its behaviour. These values serve as the North Star that aligns the brand's actions with its core beliefs, ensuring consistency and authenticity in everything it does. By staying true to its values, a brand cultivates trust, loyalty, and credibility among its stakeholders, fostering strong relationships that transcend mere transactions. These values not only inform the brand's internal culture but also dictate its external engagements, influencing how it interacts with the community, the environment, and the world at large.
Once you have your brand values and beliefs, being true and following those allow a consistent and authentic outfit for your business. Written with the mission statement, it is your businesses true self. Decisions shouldn't just be about what is good for the company monetarily but also what is true to the beliefs and values of the business.
Example:
Consider an eco-friendly brand with a mission statement that resonates with environmental consciousness:
“To provide sustainable alternatives that make it easy for everyone to reduce their environmental impact.”
This mission statement encapsulates the brand's commitment to sustainability, innovation, and accessibility. It reflects a deep-seated belief in the power of individual actions to drive collective change and underscores the brand's dedication to empowering consumers to make informed choices that benefit the planet. By embodying values of environmental stewardship and inclusivity, the brand not only differentiates itself in the market but also contributes to a more sustainable future for generations to come.
More to come every Monday, from Branding to Digital Alignments, The Foundations of a Business to writing a Business Plan.
