What is your brand?
Consider your brand positioning statement the cornerstone for building your company.
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Defining your brand is the first step to developing content and customers.
Brand is the emotion, feeling, heart, and soul of your business. Brand guides all decision-making as you grow. Brand is the root of business development.
Have you set the cornerstone of your business?
If not, this is where we will begin working together.
Why is brand important?
Everyone writes mission and vision statements, but brand development includes the following elements:
Personality traits
Emotional, functional, and self-expressive benefits
Reasons to believe and value proposition
Brand positioning statement
These are human-like elements, which are intentional!
Brand Sets the Tone
The work you do to define your brand sets the tone to develop:
Website content, the UI/UX, and look and feel
Social media platforms and content strategy
Business development strategy for each customer segment
Outreach messaging and communication strategy
Your Brand, Everywhere
Brand development is internal-facing, but it touches everything:
What customers say about you in reviews, ratings, and referrals
Employee training, development, and retention
Clear and positive messaging from the top to the bottom of the organization
Design and imagery to make the brand sparkle
Brand is more than a logo.
A logo is an outward-facing physical mark. Your logo should have an explainable meaning. The font and the color palette you choose are also public-facing design features of your brand. The look of your brand should be more than something you throw together on Canva.
You can't scale what isn't defined.
When new hires don't have the brand information they need, they can't set strategic messaging or outreach. Without this brand foundation, founders blame the sales and marketing hires versus the knowledge gap. That's not a people problem. That's a brand problem.
And without it, you risk wasting real money chasing the wrong customer with the wrong message.
Let's work on a Brand Development Project together.
There are four areas of discovery: competitive set, customer analysis, benefits and reasons to believe, and brand positioning statement.
Value Proposition
Competitive Set
We research the competitive set to understand your company's points of difference. Your brand is the wordy description of what makes your company or service better, different, special, or unique than the competition.
Know Your Customer
Customer Analysis
We look to define the customer using demographic and psychographic information. This provides a full description of who needs your company's solution. We can segment customers into different groups for personalized outreach.
Human-like elements
Emotional, Functional, Self-Expressive Benefits
We use personality traits to define our reasons to believe in your company, service, or product. Language is foundational to human learning so we put in the effort to find all the right words to help customers relate to your brand.
Put it all together
Brand Positioning Statement
Your brand positioning statement defines your customer, what problem or need your company solves, how you deliver it, and what your customer gains from choosing your brand. Once you have established your brand positioning statement, set that as your cornerstone and start building!
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