What is a brand? Why should you care? And how can you make that brand sizzle?
In this article, I am going to share with you a branding definition and explain why it’s important and what you can do about it.
A brand is an image or identity that captures the essence of who you are as a business. It includes a logomark and your business name.
Face it. On the Internet, image is everything. Your prospects will only look at your site for a few seconds until they make a decision to stay or go. This is usually decided based on first impressions. And if you don’t have a brand that distinguishes you from other companies, you will make no sales, have no conversions.
As a graphic designer and Internet marketer, I have a unique vantage point in creating brands that sizzle. I understand thoroughly how to construct a logo and I know the importance of making that brand visible across the Web.
So how can you make your brand sizzle? Keep reading to find out!
3 Ways You Can Make Your Brand Sizzle!
1) Build your brand from your passions
A brand identity is all about the essence of who you are. Spend some time brainstorming on the answer to key questions like, “What am I in business for?”, “What makes my product or service different than my competition?”, “What is my personality and how do I want it reflected in my business?”
A brand is more than a perceived image. It is about who you are, what you do, and whom you serve. Making your brand a reflection of your passions, purpose, and mission for your business will build credibility for your brand. This in turn will build profits.
Your brand will truly sizzle!
2) Know your audience
If you aim at nothing, you will hit at nothing. You cannot possibly be all things to all people.
Niche marketing, or affinity marketing, is very powerful. Decide in detail who your audience/target market is. Who are you in business for? Who can most benefit from your product or service? Whom do you have an affinity for? Who can you relate to?
Also ask questions like what is their income level, education level, gender, age, marital status, interests, etc. The more specific you are, the better. If it helps, even cut out a picture of your ideal prospect and post the picture on your monitor. When you create your brand, create it for that person. And additionally, when you write an article, or send an email, or produce a video, create that marketing piece for your ideal target market!
Finding a pain point of your audience and finding a way to solve that problem is one of the best ways to build your brand. If you can communicate to your audience in that way you will have a brand that sizzles!
3) Create a unique logo design
Beware of services that promise images for cheap and free. Why? Because these images are not specifically tailored to your Unique Selling Proposition, target market, or message you want to get across.
Plus, cheap or free logos look all alike! You will not stand out above the crowd. If you feel you must use one of these due to budget constraints, at the very least understand the process behind creating a logo for your brand.
If you do not treat your logo seriously by putting some time and effort or investment into it, it will reflect poorly on your business. Why should your prospects take you seriously when you don’t take yourself seriously?
So what about your logo? Are you proud to show it off or do you know you can do better? Invest in the look of your logo and your brand will sizzle!
Dana Susan Beasley is principal and publisher of AngelArts, and the author of a 3-month graphic design and marketing course called Brand Identity Quest. An experienced and creative graphic artist, she has been helping companies, organizations, and artists reach new heights in their branding for over 17 years.