Building A Brand, Not Just Your Business
Fear of failure
So, why do you need to focus on building a brand? A brand is what is going to ensure your business is successful and will stand the test of time. Here are some sobering statistics: 20% of businesses fail within the first year, 50% of businesses fail within the first 5 years, and 70% of businesses fail within the first 10 years. Instead of throwing in the towel or never trying at all, start by getting clear on your business model and your mission statement. After all, your business has only one overall goal, and that is to make money! Of course, without a successful business, you have nothing to brand. Therefore, it is essential as a business owner that you are crystal clear about what you want to ‘sell’. Once that is clarified, you are ready to brand!
What is your brand to your business?
Your brand is your emotional connection with your audience; it is your personality – what makes your business unique! Your brand is what sets you apart from every other business out there who are also doing what you are doing. It enables you to sell your product and make money in your business. Remember, you only have competition if your business is the same as all the others. With a solid brand, you are operating exclusively and successfully with a distinction all your own.
Ask many questions, develop one brand
Building a brand is the single most important marketing tool you have. Some questions to ask yourself while building your brand:
- Who is your target audience? Your business probably is not for everyone, so be clear about to whom you focus.
- What is the voice of your brand – Professional? Casual? Funny? Make sure it appeals to your target audience.
- What is your brand’s story? This is the why of your business plan or mission statement.
- What visual elements belong to your brand? Think about more than just your logo – this includes your color scheme and typography, as well.
After all of this thoughtful planning and execution, you may be tempted to sit back and see where it leads your business. However, resting in your comfort zone may mean the competition finds an unforeseen entry into the market. Be ready to evolve with your brand. Know what is working and what is not, and be ready to adapt to keep up. As your brand and business grow, you may find that eventually it is time to rebrand and begin this process again; this time hopefully with years of success and insight as your foundation!
Helping your business find it’s voice
There are many books and websites available that offer quick tips and tricks for building your brand. A quick Google search of ‘building a brand’ returns hundreds of options, some even promising to build your brand in 5 days or less! While you are likely to gain a little insight from some of these, your best bet is to turn to someone who has successfully branded (and rebranded!) businesses for many years. At DES Marketing, WE design the means, WE set the events in motion, WE are the solution to your destination. With decades of combined experience, the staff at DES is ready to help you with:
- Brand Communications and Design
- Digital Marketing
- Marketing Research and Strategy
- Creative Design
- Media Planning and Buying
- Social Media and Community Engagement
- Content and Storytelling
- Data Analytics
All you have to provide is the business for us to brand and market. Let’s find your voice together.