It’s tough to make an impact in any market
So if sales are a little flat, it’s worth taking some time to consider how your customers perceive your business.
After all
‘What’s a brand? A singular idea or concept that you own inside the mind of the prospect.’
Al Ries
So here are our top 3 tips to revitalise your business branding
Tip 1: brand personality
Think about your business as a brand and define your brand personality.
Imagine your brand is a person.
- What sort of person are you?
- How do you look? (Brand image).
- What do your prospects like about you?
- How do you talk? (Tone of voice).
- What are your strengths?
List the words that describe your brand personality and describe how your customers feel about it.
Why do this?
Because people don’t just buy from people.
People always prefer to buy from people they like.
Your target is to be the brand of preference for your ideal customers – which is a lot better than being their brand of rejection, or even their brand of indifference…
Tip 2: brand values
Now, quite a few of your competitors can also list very similar features and benefits. So what makes YOU different?
- How do you deliver your products and services?
- What do you believe in?
- Why do you do what you do?
- What is your deal-breaker?
Your brand values really do make you different.
‘Success means never letting the competition define you. Instead, you have to define yourself based on a point of view you care deeply about.’ Tom Chappell, Tom’s Of Maine
Sainsbury’s ( a brand we like) make a huge point about ‘Our values make us different’ on their corporate website and they are gaining market share.
List the things that really matter to you in the way you do business and why.
Your brand values will attract like-minded prospects.
Tip 3: brand colours
Colour is the first thing we notice.
- Before icons.
- Before words.
Colour is a very powerful tool to reinforce our brand personality and values.
Yet colours carry meaning through
- Association
- Symbolism and
- Influence customer responses psychologically
The key is to choose a colour palette that reflects your brand personality and brand values.
And also attracts your ideal customers.
Sometimes this means conforming to the colours of a category.
Sometimes it means being totally different.
Evolve your business branding
Your marketing plan should include regular reviews to ensure your brand is keeping pace with changes in your:
- Market
- Products and services
- Customers
- Competitors
We believe in treating your brand personality just like a person – who evolves and develops over time.
Do let us know if our 3 tips to revitalise your business branding are useful to your marketing plan…