5 Questions You Should Ask Yourself About Your Brand
Brand strategy determines how you present your business. Think of it as detailed plan that will allow you to make definite decisions across every aspect of your brand. It will define the essential elements of your brand, clarify your message and help you attract the right clients.
These 5 questions are a great starting point for any business owner or freelancer looking to build their brand. You’ll be able to reflect on the direction of your brand in more detail and create a plan that aligns with your goals.
1) Why did you start your business?
Your story is what makes your business unique. You are a people business. Clients are investing in you. You started your business because you’re passionate about what you do. Maybe you had a background in sales but retrained as an interior designer. Perhaps you decided you wanted the flexibility to enjoy other interests outside of work; or maybe you love working 1-1 with clients on projects you really care about. Whatever it is, your business allows you to do that.
Why this is important
Your journey humanises your business. It gives clients an insight into who you are. You might think as a business owner this doesn’t matter because it’s not professional and people won’t care. But actually they do. You never know who might relate to your journey or be inspired along a similar path. This question benefits your business. It’s how you create better awareness of your brand and build stronger connections.
2) What is your service/offer?
Clients want to know how they can work with you. Context is everything. You might offer similar services to your competitors so you need to sell your services in a way that will help you stand out. Marketing your business around your service/offer will attract the right clients, but you have to let them know how it’ll make a difference to them.
Why this is important
Clients are looking for results. You need to build a reputation as an expert around your service/offer. Share free content. When you do this you’re showing potential clients the value of your expertise. A reputation as an expert will position you as a leader in your field. They are more likely to invest if they trust your advice.
3) Who is your business for?
Branding influences how people perceive your business. To stand out to the right people, your brand has to speak to them directly. A targeted message will have more impact on your ideal client. If you’re too vague about who your business is for, you won’t attract the right projects.
Think about what motivates them and their goals. What is the problem that you help solve? Defining your ideal client will enable you to build a brand with clear intentions.
Why this is important
Potential clients will do their research and are likely to compare your business to others in your industry or niche. They’re looking for specific solutions. You want to find a way to stand out and connect with clients that will ensure them that your business is what they need.
4) How do you help your clients?
You have to give clients an insight into how you work. When they choose to work with you, they’re also investing in the experience of working with a professional photographer, interior designer, architect or garden designer. They’re not choosing a DIY approach. They understand how an expert like you can make a difference to them.
Why this is important
Clients want to know what they are investing in. If they’re looking for certain results, they want to know how you will get them there. This will help you stand out because your clients might have a certain way they want to work. Also providing information about how you work justfies the value of your services. If you can show clients the benefit of your approach, they’ll be happy to invest.
5) Where will you market your business?
It’s important to focus on areas that are really going to grow your business. That’s why you need to consider who your business is for. If it’s characterised by location, age, etc., this will affect the avenue you choose to market your business.
Which platforms do your ideal client like to hang out on? You might also consider magazine advertising or flyers if you want to target local people in your area.
Why this is important
As a business owner time and money is valuable to you. You want to use it the right way to maximise growth. That’s why it’s important to focus on marketing that will help you reach your ideal client. There’s no point investing in areas that’s not going to benefit your business.
Final Note
Brand strategy is an important part of our approach. We believe it’s the foundation of any strong brand and is the key to creating an effective identity.
The impression you create with your brand is extremely beneficial when it comes to attracting new clients. Don’t let people make assumptions about what you do. Use these questions to define how you want people will view your brand and experience working with your business.
They will help clarify your messaging and create a clearer pathway for success.