New Year, New Goals?
How well are you doing? 12 things to consider when it comes to your brand
Name
When it comes to naming your brand, you need to think about the purpose and nature of your business. You want something original and authentic, but also memorable. Be careful not to plagiarise! Think about what is already out there and how you can make your brand stand out from the crowd. You need to convey what your brand is, as well as the character. Some businesses lend themselves to more formal names, but if your brand prides itself on being creative, for example, then you need to demonstrate just that. Play around with wording, see what sounds good in terms of what you are offering, and most importantly - think about your customers.
Colour
Which colours are you currently using for your brand? Colours often have a variety of psychological associations, so when you see a particular colour or colour palette, you subconsciously assume things about the brand in question. For instance, when we see the colour green, we might associate it with nature and vitality, serenity, gardening - the list goes on. Is it worth updating the colour of your logo? If you want your brand to both to look good and suggest what kind of business you are, it\'s pivotal that you spend the time picking the right colour palette to suit your business.
Fonts
Unless you have a specific font in mind, it can be easy to gloss over it. Some fonts are more contemporary and others, professional looking. The shape of your font can end up representing your brand - so which font shows off your brand the best? You may want to use different fonts on your marketing materials, but not all fonts go together. It wouldn\'t be consistent if you went from using a linear looking font to one that looks very circular. Your choice of font could sway customers when it comes to exploring your brand. If they see a font that looks inviting and tells a bit more of what you are about, then you will have upped your chances in finding new customers!
Strapline
Creating a strapline for your brand is all about what you think your core values are. Your strapline should sum up, in a short space, what lies at the heart of your brand. What is your business offering? Why should they choose you over another brand? Straplines don\'t have to be super innovative; they can be simple yet still put across your chosen message. Make it short, sweet and one to remember.
Mission Statement
Can you say to yourself that your mission is still the same? Do you still have the same goals as when you started? If they have changed or even expanded, then you need to think about how you\'re making that clear to your customers/clients. Your mission statement should illustrate what prompted you and why you started your business. You created your business for a reason, so shout about it!
Voice
Take a moment to think about the kind of voice you have created when it comes to your brand. How consistent is it? Your engagement with your clients is a key factor in terms of the success of your business. If you communicate with your target audience well, then this will increase the reputability of your brand. Developing your voice from the outset, be it authoritative or jocular and fun, allows you to establish a connection with your audience. Is the voice of your brand the same as when you started?
What do you offer?
It goes without saying that your offerings need to be in line with your brand values. If you strive to deliver excellent customer service, then you have committed to your current and potential customers. Has your business evolved? If so, then you may need to update your offerings (that is, if you are offering additional services compared to previously). Clients want reliability - they want to know that when you offer them either a product or a service, you are dedicated to ensuring their satisfaction.
Client Feedback
We\'ve said it before and we\'ll say it again, get that feedback! So that you can develop your brand, you must get feedback. Even if this feedback isn\'t always positive, obtaining it will help you to alter and adapt elements of your brand. Where do you get your feedback from? Over the phone, a survey, or are you reliant on Google Reviews? We think that when it comes to getting the best out of your business, you need to know how you\'ve done. Have you delivered on your promises? Feedback from your clients is like water to soil - it helps it to grow. Get that feedback and grow your brand!
Google Analytics
This nifty tool allows you to see your website\'s stats so that you can see how your website is really doing. You want potential customers to have a nose around your site and see what your brand is all about. By using Google Analytics, you can find out what your bounce rate is like. Are your potential customers hanging around or clicking off too soon? You want the first page of your website to invite the customer in and draw their attention to the kinds of services or products you offer. You want the text on your site to be clear, digestible, and present what you have to offer.
SEO Audit
How long has it been since your last audit? If you think you are missing the traffic, then that is a sign that an SEO audit is in order. You need to see whether those links on your site are working and how your website is performing. If you want to hit the top spot on Google, then make sure you get those insights.
Marketing Material
Check how consistent your copy is across your digital channels - ask yourself again, how consistent are you? You want the copy and other content (such as images and videos) across all of your marketing materials to retain some kind of lineage. You want clients to understand your mission statement and the objectives of your brand and ultimately, avoid any confusion. You don\'t want your Facebook page to say one thing and your website say another. Keep it consistent and project your brand\'s character across your platforms.
Customer Experience
This nifty tool allows you to see your website\'s stats so that you can see how your website is really doing. You want potential customers to have a nose around your site and see what your brand is all about. By using Google Analytics, you can find out what your bounce rate is like. Are your potential customers hanging around or clicking off too soon? You want the first page of your website to invite the customer in and draw their attention to the kinds of services or products you offer. You want the text on your site to be clear, digestible, and present what you have to offer.
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