#1: Identifying Your Demographic Defining your target audience is the first step in defining your brand. By researching the average age, gender, income level, and job title of your current clients, you will understand who your target customer is; part of creating an excellent brand is doing excellent research. How do you know what to say if you don’t know whom you’re speaking to? Having a target demographic shows you where to direct your marketing and sales focus.
#2: Know Your Value(s) Your brand values are found where your customers needs meet what you’re best at providing. Chances are, you know what products or services your company sells, but do you know how it differentiates from its competitor? By defining brand values, you define what you can distinctly offer to both your customers and your coworkers/employees.
#3: Curate Style and Tone You probably know that cereal boxes are intentionally bright and multi-coloured to attract kids attention and that people who smile often are seen as more approachable. People naturally form opinions based on subtle style and tone cues like these and your brand is no different. Deciding on a consistent style and tone for your business is key to establishing how the public will view your company.
#4: Create a Logo If brands were people, then logos would be their personal style. Casual, serious, colourful, bold — style provides a chance to control your first impression. Creating a logo that suits the specific voice and values of your company is imperative to starting off on the right foot with potential new clients. A well made logo will stick out in peoples mind and help them to remember your business.
#5: Establish a Brand Guide The rest of the branding process has been explained. You know what you stand for, you know what the company is working towards, people can distinguish the brand from others, and you know your target demographic—but do you know how to speak to them? A brand guide outlines a company’s voice, what kind of content gets posted and the language used. This document should detail the rules surrounding any postings from the company on any platform.
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