We’re back this month with a continuation of our series on branding. As we said in last month’s post, we know branding can be a difficult concept to grasp and tricky to really implement. That’s why we’re continuing our three-part series with this second installment, where we’ll cover some more facts you need to know about creating your brand and maximizing its potential.

Develop Your Brand. You may think after you’ve brainstormed what your brand is that you’re done and it’s time to just create your brand. However, the actual creation of your brand will take some time and is something that really needs to be developed and cultivated. The more questions you can come up with about your business and the more potential questions you can think up that your client base may want to know, the better you’ll be able to develop your brand as you attempt to answer all those questions and have them inform your brand’s evolution. Part of the development of your brand will be creating your brand’s persona and voice, something we’ll discuss more in the next two points.

Be Consistent. Brand recognition doesn’t happen after just one instance of interaction with a consumer or potential client. Multiple impressions are needed to really cement your brand in someone’s conscience. With that in mind, consistency is integral to you being memorable. This is done partially with your logo, colors, fonts, titles, descriptions, etc., but goes beyond that, too. You’ll want to create a voice for your company that reflects your brand and can be implemented across all your marketing efforts. Is your brand more friendly and informal? Adopt a more conversational tone to your messaging. If your brand is more high-class or business-oriented, you’ll want to be a bit more formal in your company’s tone. Once you’ve established what your organization’s voice is, you’ll be able to be consistent with that, along with your other branding tools.

Connect with Your Consumers. An important part of building your brand is connecting and engaging with consumers and getting into their mindset. What do you want them to think and feel when they see or interact with your brand? Once you’ve compiled a list of the emotions and thoughts you want to invoke, narrow them down to five or less. Those few words or phrases should then be the basis for defining your brand and how it looks and comes across to your audience.

Relevancy Is Key. If your content or products aren’t relevant, your whole branding process will be for naught. You want your content to invite conversation and interaction with your target demographic which means they need to find it relevant and interesting. Think about what they like and want and let that inform your content and products.

Don’t miss next month’s blog post where we’ll conclude this series on branding and give you some final pieces of advice and factors to consider when you’re creating your brand. In the meantime, start putting these tips into action!

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