Branding is not always easy. It took me about 6 months (part-time) to reach a satisfactory conclusion. It’s not only about your company’s logo, it’s also about the perception I wanted my clients to have of my business. Your brand must be directly connected to your personal values. During those 6 months, I started my branding all over again a couple times. It’s easy to be influenced by our entourage or by trends. You can easily get lost! Before developing your products or services, it’s essential to really think through all the different aspects of your company. Take a look at the following list to help you find your way from the start.
Make sure to step back from your business to define your brand. When building your brand, do it as if it’s a person who shares your own beliefs and values. Establish what your company believes in, its usefulness and the way you want it to be perceived. Have as a goal to grow a long-term relationship with your clients. Don’t make false promises, be honest. Be consistent with your message so your clients always know what to expect from your products or services. Don’t always convey the same message the same way. Your messages must coexist together to have a consistent identity. Don’t try to copy big companies or brands that work well; people are looking for originality, authenticity, and values that are close to theirs. Be innovative and bold: defend what you believe in. Respect your brand’s value to your clients. Offer more instead of cutting prices – it’s a better approach to marketing. Don’t display your logo everywhere. Let people convey your brand for you. Don’t be too subtle, but not too blatant either! Ask your entourage what your brand tells them. Also, ask people who don’t know your brand at all. Compare your brand with your competitors. Analyze what you have to duplicate and what you have to avoid. Harmonize your brand, whether it’s your visual platform or your social media presence. Everything has to leave the same impression to reinforce your brand. Develop your image based on the target customers you’re looking for. Try to convey emotions with your brand. That way, you’ll connect with people and get more clients.
One step forward, one step back!
I have to admit that I went through a few discouraging moments. Sometimes, I thought I’d got it, but when I took a step backward, it wasn’t exactly what I wanted! Well, we’re always tough on ourselves! There are a lot of challenges when you start a business. Branding is just a small part of it! What’s most important is never to give up! Roll up your sleeves and keep going! How did your branding go? Was it a good experience? I really like discussing this kind of topic, because that’s when you realize that you’re not alone in those situations! See you soon! Geneviève
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