The Basic Principles of Branding
When most people hear the word brand, they immediately think, “boom, my logo”…right? WRONG! Branding is much more than a logo, it’s much more than the visuals. Although those are important elements, that isn’t the only thing you need to keep in mind when you’re building out your brand. Read on to gain insight into the basics of branding.
Killer branding is more than good imagery. It is the tone of voice, your mission, vision, core values, and consistency.
Finding Your Brand Voice
Good copywriting is key! In order to attract your ideal clients and get them to buy into what you’re selling, you need to be able to communicate successfully. Nothing makes me feel better than when someone who I would consider an ideal client contacts me after stumbling upon my website and appreciating my work. Social media is a major part of my business and allows me to showcase our creative work and give people a good idea of what we’re all about. Is your brand’s voice cohesive with the vibe you’re trying to get across?
Think about a few brands you love and think about how their copywriting makes you feel.
I personally love Urban Outfitters, so I’ll use their brand as an example. Urban Outfitters has consistent and cohesive branding; it’s an all-around millennial, hipster brand.
Check out the voice on the Urban Outfitters homepage below:
Now, check out Zara, a completely different brand with completely different messaging. Zara is a much more modern, conservative and sophisticated brand. They give off a more chic vibe and it’s obvious, based on the copy, that they’re targeting a different customer in comparison to Urban Outfitters. Take the time to think about your ideal clients and consider what kind of copywriting would engage them. Should you sound super-professional and intellectual? Swear like a sailor? Come across as budget-minded? What kind of style would the people you want to appeal to relate to?
Whatever voice you decide is best, stick with it! You never want to confuse your potential customers by using conflicting voices in different blog posts and pages. Not cool.
Your Mission Statement
What is the cornerstone of your business? Would your audience be able to grasp the concept of it? Think about how you want people interacting with your brand to feel. What feelings do you want to evoke for people interacting with your brand?
When it comes to my business, I want everyone I consult with to feel understood, confident and safe. Essentially, my business makes people feel confident and capable of achieving a strong brand identity. I want them to see me as their business bestie. Someone they can come to with no judgment and who allows their vision to become a reality. Again, communication is key to a successful client relationship, which is why I make an effort to follow up and check-in with my clients. I always want business owners who interact with me on any level to feel important and valued.