There is often a misconception that branding is simply logo design, when in reality it is SO much more than that. Strategic branding dives deeper will help you to share who you are, what you do, why you do it. To help break down the deets and unravel that mystery, we decided to write the Brand Building Blocks series. Each post will hone in on one particular aspect of a brand, from the basics of strategy to the different creative pieces.
What do you do? Why do you do it?
Your brand purpose is more than what you do. It’s why you do it. In a marketplace in which consumer confidence is low and budgetary vigilance is high, brands with a clear and concise purpose will rise above the noise.
This narrowing can seem scary, but it's what leads your business vision, defines your specialty, and shapes your content. Your purpose sets the foundation of a brand.
So how do you begin working toward finding your purpose?
Where do you stand?
Knowing what you stand for is a good place to start thinking about your purpose and begin carefully crafting your point of view. First, start a list of all the things you are NOT. Only after you have you have that clear you can start on the list of all the things you ARE! It's a lot easier to say what we know we aren't than it is to settle on who we are. The challenge is to hone in on where you can make a stand, so others know how to stand beside you.
What are you thinking and what are you saying?
Take some time to evaluate what that little voice in your head that drives you is saying. What fuels you from the inside? What is the personal reward you get from doing what you do? Once you know that, think about the people you serve. If you could stand on your soap box and just let them know how important what you can offer is to them, what would you say? These messages may be different, but both contribute to your overall purpose.
What impression do you want to make?
If you could be famous for doing only ONE thing in your business, what would that be? Think about what you want strangers, clients, and followers to know about you. What will it make them think? How should they feel about you? And more importantly, what will what they know about you make them do?
Our challenge for you.
Once you have all your notes down on paper, start looking for the patterns. Are you seeing the same thoughts repeated? Is their consistent language standing out? If not, look at the big picture and try to see what connects them all.
Now for the hard part. Boil it ALL down into a single sentence. Once you can do this, it breaks down a huge barrier in communicating the who you are and what you do to your clients. If you're struggling to get this into a single sentence, the example below may help you begin to structure it more simply.
Four Oh Seven helps businesses built on passion attract an audience that allows them to do what they love by helping them build a strategic brand and the marketing materials they need to share what they do best.