You have a brand and your brand represents all sorts of important things, including your values, your perspective, and the way in which you want to help other people. There are many different ways for you to make sure that other people associate your brand with your business is by your logo. Of course, there are many other ways to solidify your brand (or to re-solidify your brand, if it needs an overhaul).
Building up your brand
Your primary goal is to get people to recognize your brand and then to associate it with your offerings. The fact is that you want to have only one voice when it comes to your brand and to your business. That is exactly why you need to do everything possible to solidify what you have so that it does what you need it to do. Your persona is critical to your success. You want to give other people the chance to get to know you and your business. That relationship must be solid and, at the same time, it must be consistent. You want the other person to understand that he or she can count on you every time. That will be the foundation upon which you build the rest of the relationship.
The importance of your brand’s voice
One of the main reasons why your brand’s voice is so critical is that you need people to relate to what you are offering. If your message (and the products and/or services that you are offering) don’t resonate with them (in other words, they can’t relate to it emotionally), the relationship that you have started to build with them will not go beyond the infancy stage.
It is extremely important for you to be as consistent as you possibly can. People will come to count on it and they will continue to rely on it over time. One of that results of that consistency is that you will successfully be positioning yourself as a subject matter expert (SME). That should have been one of your objectives from when you first launched your business. Your initial goals should have been to increase the exposure of your business, to boost your professional reputation, to establish your credibility and trustworthiness, and to position yourself as a SME. The consistent brand message is a strong part of all of those.
There are ways to solidify your brand’s voice:
Show them what you’ve got: In order for you to solidify your brand, you need to demonstrate what you can do. This is one situation in which actions definitely speak louder than words. You absolutely cannot be your own champion. If you want to prove to another person what you can do, let them take a look at your content. Let them read all of the gems that you have in your content to show them how much they need you and your brand. You may want to share different types of content with them, such as blogs, white papers, newsletters, etc. That will give your readers a really well-rounded idea about your capabilities.
Describe your brand in short, powerful words: Your brand identity should be catchy and extremely memorable. Before you do anything, it is important for you to ruminate on the important elements of your brand because you will want to capture the essence of what your brand represents. Once you have gotten a sure sense of that in your own mind, you will need to come up with a few words in a phrase that really says what you want to say. You need to come up with a few words that embody your brand. Once you have done that, you should take some of the finest examples of your content that really express what your brand represents. You should identify qualities (expressed in single words) that really describe the qualities of your brand. Of course, those words must have positive connotations. Once you have identified those words, you will want to go into a little more detail with each one, for an even greater impact.
Explain to your readers how your brand will accomplish what they need: Now that you have your consistent brand voice established, it is time to get your readers to buy into it. Examine the content that you have chosen as prime examples for your readers and make sure that it will work for you properly. You will have to get a lot of mileage out of that content so you need to make sure that the choices that you made were the correct ones. If you have any doubt about any of your content, you may want to consider replacing it with other content that you are more certain about.
Tweak your content whenever necessary: Just like everything related to your business, you want to give people the perception that your content is never stagnant. You want it to appear fresh at all times. You will need to visit your content (which is a representation of your brand) regularly (although not too much) so that you ensure that it is always current. Nobody wants to feel that they are reading the same content over and over again. What is the point of that?
As you go through time, it is very important to continually strengthen your brand. As part of your effort to do that, you will need to keep it fresh and to identify the content that has the most positive effect on your readers. Keep in mind that content does not necessarily mean only words. Graphics work very effectively as well. Also remember that your story and your key messages are fortifying elements of your brand. Your choice of content will not be random. You have a definite strategy and you are choosing to do things in a certain manner and in a certain order for the maximum results.
Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications. He has over 25 years of experience in IT and web technologies. Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity. He also reduced company travel and travel costs by introducing and implementing various collaboration technologies.
His expertise includes business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.
Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.