Your first goal was to create a fantastic product – a new spice blend or a revolutionary piece of software – and get it out to the masses.
But as your company forges forward, the word ‘brand’ keeps cropping up. Usually from your marketing department, but it goes further than that.
Your brand is your company’s core and branches out into everything you do.
That sounds a bit ethereal but stick with us – and discover how discovering your brand can make you better at everything you’re doing.
Why do you do what you do?
The short answer could be because I have a family and a mortgage and need to make money, but chances are that there are more reasons that you’ve created your business. It’s time for a deep dive.
- Why does your company exist?
- What problems do your products solve?
- Why are your products superior to your competitors?
- Who are your customers, and what matters most to them?
- What do you hope your business will be doing in ten years?
These are big questions that require thoughtful responses.
This could be an excellent time to bring the experts in for a branding workshop.
Using an external agency or a branding expert allows you to dig deeper into your business.
They shouldn’t be afraid to ask the difficult (or seemingly dumb) questions that glean valuable insights you might have missed.
Defining your brand
Now that you’ve answered the hard questions, you should have a long list of scribbles about who you are and what you do.
It’s time to implement these revelations and create a branding identification document for your business. This can be distributed to everyone within the company to ensure that you’re all on the same page. It needs to offer guidelines on things like:
- Mission statement
- Your audience
- Company values
- Tone of voice
Please spend some time on this, as it should be something that becomes a regular reference tool for the business.
It’s also an excellent time to consider how these brand values will be actioned. For example, say you run a company selling organic surfers’ t-shirts.
Being eco-friendly is part of the bedrock of your brand, so to cement this you could donate a proportion of your profits to a charity that supports keeping our oceans clean.
Bringing your brand to life through actions builds customer confidence in your brand.
Putting your brand to work
Up to this point, only two or three people have likely been involved in identifying your brand. Now it’s time to roll out your findings to the whole workforce. Although a compelling and well-designed branding document is desirable (and something we can help you with!), just handing everyone a copy isn’t going to get the wheels in motion.
Instead, try to introduce your branding in a way specific to your employees.
Getting your team actively involved in your brand will hopefully make them feel empowered by it and a key part of it.
They can also offer valuable insight into audience touchpoints and ways to practise the brand you haven’t considered.
Create a branded environment
Are you a quirky, cutting-edge company always on the cusp of innovation? So why are you working from a sterile grey office?
Your working atmosphere should reflect your brand to become a part of your team’s working life. It can also be a brilliant morale booster and helps to bring your team together.
Need help guiding your brand?
We’ve been helping companies and organisations to establish and implement their branding for over two decades. There’s no one-size-fits-all approach here – just knowledgeable creative professionals keen to discover what you’re about. If you need help discovering your brand, you can call us on 01295 266644 or send an email to [email protected].