For years, you may have nurtured a business idea, a dream that simmered in the depths of your imagination. Finally, the day has come when you’ve turned that vision into a tangible reality. Congratulations! Your brainchild has been born, and there’s an undeniable exhilaration that comes with it. Just like the arrival of a newborn, your new business is teeming with potential and brimming with hope. It’s a blank canvas, an unwritten story, and a universe of possibilities waiting to be explored. You’re standing at the threshold of a grand adventure, not knowing exactly where this journey will take you, what it will accomplish, or the doors it will swing open.

Yet, as thrilling as the inception of your business might be, you’re well aware that the road ahead is filled with challenges and opportunities. The first crucial step in this exhilarating journey is to ensure that your business gets noticed, recognized, and embraced by the world. This is where branding steps into the spotlight, asserting its importance as the cornerstone of your business’s identity and perception.

It’s vital to understand that branding extends far beyond the aesthetics of a fancy logo and a consistent color scheme. It is the essence of your business, the story it tells, and the emotional connection it fosters with your audience. A well-crafted brand strategy will not only distinguish you from the competition but also encapsulate the values, mission, and promise of your business. It’s the foundation upon which your business’s reputation and relationships will be built.

In the following sections, we will delve deeper into the pivotal role of brand strategy and unveil seven key elements that are indispensable in crafting a compelling and effective brand identity for new businesses. These elements, when harnessed thoughtfully and strategically, will set the stage for your business to thrive and flourish in a competitive market. So, let’s embark on this branding journey together, uncovering the tools and insights that will shape your business’s identity and carve a distinct niche in the hearts and minds of your audience.

What is Branding?

Branding, at its core, is a multi-dimensional concept that transcends mere logo and letterhead design. While those visual elements are essential, they are merely the tip of the branding iceberg. Branding encompasses a comprehensive array of facets that, when expertly orchestrated, paint a vivid and compelling portrait of your business. It’s the orchestration of these elements that gives your company its unique identity and resonates with your target audience.

Branding is the art and science of how you communicate with your customers, how you engage internally with your team, and the distinct ‘voice’ you aim to establish within the ever-evolving marketplace. It is, in essence, the sum of all parts that define your business. It goes beyond the what and delves into the why and the who, acting as the compass that guides your company’s journey.

In simpler terms, branding is the amalgamation of every aspect of your company that sets it apart from the competition. It not only answers the fundamental questions of why your company exists and who it serves, but it also molds the very expectations of the audience you seek to capture. Branding is the means through which your business communicates its core essence, values, and vision to the world.

It’s a powerful tool that not only differentiates you in a crowded marketplace but also sets the stage for fostering strong and lasting connections with your audience. Branding is the bridge that links the external perceptions of your business with its internal aspirations and identity. It is a blend of psychology, design, strategy, and storytelling that, when masterfully employed, reveals the true essence of your company and invites your audience to embark on a journey with you.

In the ensuing sections, we will delve deeper into the intricacies of branding, exploring its various dimensions and uncovering the strategies that will enable you to harness the full potential of your brand. So, let’s venture further into the realm of branding, dissecting its nuances and understanding how it shapes the very soul of your company.

Why Should I Care About Brand Strategy?

Your company’s brand strategy serves as the compass that guides the overall impression you aim to cultivate among your customers and peers. It’s the pivotal declaration you make when you first establish your business, a declaration that resounds with the message, “This is who I am, and this is what I want to be known for.”

Let’s illustrate this concept with an example: Imagine you aspire to be known as ‘The Caring Paper People,’ and you’ve established a presence across various social media platforms. In your company’s perspective, caring equates to effective communication. Thus, it becomes imperative to consistently monitor all aspects related to your brand on these platforms, demonstrating your commitment to caring. The underlying objective of your brand strategy is to foster robust relationships with your customers, to transform them into fervent advocates and champions of your brand.

Now, picture a scenario where this company’s brand strategy disregards the importance of communication. The harmony between what they say and what they do would be disrupted. Over time, external influences, such as reviews, word-of-mouth, and other uncontrolled channels, would begin to shape the way your brand is perceived by the wider audience. A solitary negative review or a particularly determined customer could exert a profound impact, potentially altering the course of your company’s trajectory.

In essence, if branding unveils the core identity of your company, your brand strategy must intricately include how you communicate that identity. It’s not just about having a message; it’s about the consistency and effectiveness of that message. A well-structured communication style and a strategic approach to handling challenging situations can be your lifeline when faced with demanding customers or adverse feedback. Moreover, with a thoughtful brand strategy, you might even have the ability to transform your most ardent critics into ardent allies.

In the forthcoming sections, we will delve deeper into the mechanics of a robust brand strategy, exploring how it can fortify your brand’s image, enhance your reputation, and solidify your relationships with your audience. It’s a journey of discovery, one that equips you with the tools to not just navigate challenges but to thrive in a dynamic business landscape. So, let’s venture further into the intricate world of brand strategy, where every word, every action, and every decision plays a pivotal role in shaping your company’s destiny.

Where do I begin with brand strategy?

Your brand strategy is not merely a phase that begins after your company’s inception; rather, it’s a foundational cornerstone that should be laid from the very moment you decide to embark on your entrepreneurial journey. This strategic framework encompasses the declaration of your core values, the profound understanding of your company’s mission, and the meticulous mapping out of how you plan to achieve your goals. It’s a living, breathing document that evolves and adapts in harmony with the ever-shifting landscapes of markets and consumer preferences.

Think of your brand strategy as a compass, a guiding star that ensures your business remains on the right course. It provides clarity in the midst of the dynamic business world, steering your company towards success. But this compass isn’t a one-time creation; it’s a dynamic tool that needs regular evaluation and fine-tuning. As markets and tastes evolve, so must your strategy. If you notice that the tone of voice your company employs needs adjustment to resonate with your audience better, don’t hesitate to re-evaluate and tweak it. Flexibility and adaptability are key attributes of a successful brand strategy.

However, it’s crucial to remember that any modifications made to your branding must remain anchored to your core values. All too often, businesses succumb to external pressures, letting the market’s fickle whims and the opinions of others dictate their identity and actions. But in doing so, they risk becoming lost in the crowded marketplace, losing the unique qualities that set them apart. Just as every teenager learns to navigate their individuality in a sea of conformity, your growing business must preserve its distinct character to stand out and flourish.

To help you craft a robust brand strategy, here are seven essential questions that you should address. Each of these queries will play a pivotal role in defining your business’s place in the marketplace and constructing a roadmap that will guide your company toward a successful and impactful brand identity.

At its core, what does my company do and what problem does it solve?

The answers to this particular question are usually fairly simple. “We sell widgets” is a perfectly good answer. But, the second part of this question takes it one level deeper. You may sell widgets, but what itch does that scratch in your customer? You may run FB ad campaigns, but what ultimately, what does that do for the client? Peace of mind? What pain points does your business solve for its customers?

Who is my company’s target audience?

No, ‘everyone’ is not your company’s target audience. Even if you’re selling food at your restaurant, you’ve still got a target audience, whether it be young and trendy 20-somethings or the fit and feisty 50-somethings.

Companies that sell the same thing might cater to different audiences. For example, a company that creates large rolls of paper might be focused on the art market or they may cater to the architectural and engineering community. The paper is the same, but the branding and the approach that they’d use to sell would be completely different. 

If you haven’t already created personas of your ideal customers, this would be a good time to do it. This will give you a mock audience that you can bounce your branding ideas off of. Think about who your perfect client or customer is going to be… then for your branding, your attitude, your *essence*… ask yourself what you would need to do to transform those people into your raving fans.

What does my company value? How do I want to be perceived?

These two questions form the foundation of your branding efforts. From this, all of the marketing material can be created, all of your interactions can be established.

So, back to ‘The Caring Paper People’ mentioned earlier in the article. This company values communication and staying in contact with clients. Because of that dedication to clients, special orders are a priority, and the Caring Paper People want to develop a reputation for satisfying needs. For instance, they might build an extensive FAQ about paper to educate customers with a focus on how they can avoid wrong purchases.

As you’re thinking about your branding, what kind of tone of voice do you want to portray? Are you the hip and trendy company? Are you irreverent and quirky? Do you want to be portrayed as authoritative and kind? That shapes your branding.

Where is my target audience located?

This isn’t baseball. You’re not hitting it where they ain’t. If you know that your audience is on Facebook and Snapchat, then you should be on those platforms as well. And when you know the platforms, you can change your approach accordingly for each platform.

For example, folks on LinkedIn are a bit more formal because it’s very business-like – your target audience might respond better to case studies and white papers if you’re a B2B company. Facebook is more informal. Twitter is much more informal. The message doesn’t just have to align with your audience and your values. It also has to align with the channel so that your branding has maximum impact.

Why was this company created?

If there’s no real reason behind the formation of the company other than, ‘I think it will bring me money,’ then your company’s got a higher chance of failing. Most companies out there, even the extremely large ones, were started with a need in mind. 

So, you might have a car dealership because you saw a place where you could sell cars differently or because you love a particular brand. You might start an internet course that teaches confidence because so many people have come to you for tips and advice. You might have an online store that sells to larger people because your friend couldn’t find a good dress. 

Whatever that WHY is, it’s a powerful part of your branding. Lean into it. It will make you seem far more authentic to your audience. We all know businesses want to make money. It’s not enough to stand out. Expressing the other reasons you’ve made your business is much more powerful.

What is your company’s story?

At this point, try to write an about us page that describes your company’s story using the information you’ve collected. Crafting a great company story takes time and should be thought about carefully. Your story shares your ‘why’ to the world. What you’re doing when you’re publishing your company story is giving your clients an idea of who you are and what you stand for. It should be true, consistent, and incorporate what you’ve discovered answering the other questions.

Many of the best stories incorporate the hero’s journey into them, placing the company as the guide to the customers, leading them through thick and thin to ultimately conquer over the trials and tribulations that they face.

What are your company’s mission and goals?

You’ve taken a look to the past, deciding your company story and how it was created. What is your company’s future? This is the time to make a mission statement and goals.

Are there any big things that you want to accomplish? Do you want to put shoes on everyone in the world? Do you want to feed all the homeless in Boston? Do you think that all women should feel sexy in their own skin? 

Whatever it is, it’s the capstone to your branding. The guiding light that will steer the company into the future. And since you’ve taken the time to create a branding foundation, your mission can be much more clear.

With the answers to these 7 questions established, you can start creating your communication style, your logo, your color scheme, and all the rest of it.  You are no longer ‘just another hamburger’ but you’re ‘Steak and Shake’ or you’re ‘Five Guys.’ All the design work grows in strength because it will be informed by the answers to these questions. In other words, with good branding, you will express that essence that sets you apart from your competition.