5 Ways to Begin Your Branding Before You Begin Your Branding
As with most elements of business, preparation is a key factor to finding success. Sometimes, the work done prior to the project is just as important as the work done during. This same idea is in play during the branding process. Jumping right into a new brand development or a rebrand is akin to jumping in a pool before finding out how deep it is. Those brands who begin their branding journey by following these five steps ensure they’re starting off on the right foot.
- Take a Look Around – Who are You Talking to?
Have you ever tried to talk to a group of people who aren’t listening? It’s an exercise in futility and a waste of time. This goes for brands that don’t identify their target audiences early in the branding process. They’re stuck shouting at the masses, hoping a few will actually hear the message. Before you can start determining your messaging, you first must decide who will be most apt to listen and associate with your brand and what your brand has to say.
- Don’t Leave it All Behind.
This is especially important for those planning to begin a rebrand. As mentioned previously on this blog, just because a brand is looking to refresh doesn’t mean that everything from its past must be wiped clean. Determine what brand characteristics and aspects still hold a piece of brand equity – whether it be your name, a logo element or simply a color scheme – and keep them in mind as the new brand takes shape. They are a built-in head start in the brand equity building process, and shouldn’t be wasted.
- Find Your Sweet Spot.
“Trying to be everything to everyone means you’ll be nothing to no one.” Much like identifying a target audience, proper pre-branding branding work includes researching what makes your brand stand out, and in which space you will best thrive. Brand specialties can vary greatly, but the ones who have the most success learn what differentiates them from the competition, and make that the focal point of branding efforts. Putting your best foot forward is a valuable resource in the path to success.
- Determine Your Destination.
At this point, there is a solid foundation of information in place and the branding process is about to really begin. However, there is one more question that still needs to be answered: where does the brand want to go? Branding without a final “destination” in mind is a sure path toward failure. The end result is what will help drive the strategies and actions surrounding the branding process, and allow them to all have a single endpoint to move toward.
- A Journey of a Million Miles Begins with a Single Step.
There’s a lot that goes into branding, and it can be a bit overwhelming. But after following these steps and going into the process armed with the information and strategic knowledge to ensure an efficient and effective brand build, the next step is the easiest – it’s time to start. Don’t get caught up in everything that stands between the beginning and the finish. Instead take each step with care and attention to the details that will arise.