EFFECTIVE & BUDGET-FRIENDLY BRAND DESIGN TIPS FOR ENTREPRENEURS WHO WANT THEIR BRAND TO BE TIMELESS, MINIMAL, AND SOPHISTICATED
I recently started a short series called How to Style Your Classy Brand, that includes some tips for business owners who want to work on their brand identity but are just getting started in their business or do not have the means to jump in with a full brand makeover just yet. These tips are foundational to how I build my own business, as well as that of my clients. I hope you find the info helpful as you grow your own business.
What does it mean to have a “relevant brand”?
To create a relevant brand requires engaging with your tribe – those who are in or around your target market. It is important to know the aesthetic they are drawn to and the language they speak so you can create compelling content that resonates with them and attracts them naturally.
Practically, it means this…
Every post, every photo, every blog, video or email should be written with your target market in mind. And beyond that, each communication piece should be a clear reflection of how you wish your audience to perceive your business (ie: witty, classy, fun, sophisticated, trendy etc). I have found that narrowing the audience I am speaking to helps me build a tribe that I connect to and that connects well with me. It helps me to create content that is strong, relevant and clear and resonates well with them.
If you try to be relevant to everyone, you could end up being relevant to no one.
We are a generation that loves personalization. We love authenticity. And we love feeling that we genuinely know the business owner(s) even before we meet them or purchase a product or service from them. So as business owners, engaging with our audience in meaningful ways has never been so important.
Step 1- Creating a relevant brand is knowing who your target audience is.
This step takes some leg work, as it requires lots of research and introspection. You can either determine this yourself by answering some questions like:
- Who is my target audience?
- Where are they located?
- What do they think about my brand?
- What would I like them to think about my brand?
- How will I attract them to my products or services?
- Who else is competing for their loyalty and devotion?
If these questions are difficult to answer, you can take an online poll or send your clients a questionnaire that will help you get the information you need to make an educated decision. Another option is to take a look at those who currently follow you on social media, such as Instagram and Facebook, and determine if there are any links between your followers, such as where they live, what they enjoy, what they do for a living, their age, etc. One of the first steps we take as brand strategists are to help our clients discover who their target market it. We have fine-tuned this process to enable our clients to get the answer they need quickly and effectively.
Step 2- Creating a relevant brand is creating content that resonates with this audience.
Once you have established who your key audience or demographic is, you can begin to create content for every platform that engages with them in meaningful, effective ways, and ultimately leads to increased sales and quality business relationships.
Case in Point – LuluLemon
Take a look at these three Instagram posts. Look at the image, but also read the captions of each. Can you determine their target market from the content below?
To me, I see strong, confident, and fit women. Lululemon is selling athletic apparel to this target audience, but they are also selling a feel-good lifestyle, where you can be what you choose to be, that you can attract who you wish to attract, and you can live the life of your dreams.
You can do it all, and you can look and feel great while you’re doing it.
That is a strong message! And it is working. On Instagram alone, they have 2.6 million followers who respond daily this message. They have also seen a rise in sales year over year, and in 2017 their sales were approx. 492 Million USD. That is a strong business with a clear message, and it is working.
So, what is your next step? What changes do you need to make right away to your brand to send a message that resonates with your target audience? Take some time now to write down the questions above. Or create an online poll. Do some research. And don’t wait for your competition to jump on it first 😉
If you have found this series helpful and would like to book a free consultation to discuss how we can improve YOUR business’ brand, contact me here, I would love to chat more with you!
If you haven’t had a chance to read Part I, head over there now.