HOW DO YOU DEFINE YOUR BRAND?

Every now and then, business owners need to step back and re-evaluate their goals and business objectives. Businesses grow and evolve, and it’s their responsibility to have that reflect in their customers and branding. You may think you know your company, but from time to time it is necessary to re-evaluate and define your brand again.

Sure, we live in a time where definitions and labels seem unnecessary, but in business it is essential in order to find success. The definition of your brand and business is what gives you direction, and what sets you apart. Want to define your brand but don’t know where to start? Don’t worry, we’ve got you covered. Ask yourself these 5 questions so you can start defining your brand and your business.

WHAT IS MY MISSION?

At first, it may seem that your mission is obvious. But make sure that you’re really thinking of what you want to accomplish with what you do. Are you consumer focused, or is your eye strictly on the prize (a.k.a. the money)? Do you want to be the cheapest, be an idea innovator, be the most knowledgeable? These are all things you should consider when thinking of your mission. Remember: your mission is the core of your business model and your brand. Make sure that you understand it and stick to it.

WHAT MAKES ME DIFFERENT, A.K.A. BETTER, THAN MY COMPETITION?

Now that you know your primary goals and overall purpose of your business, check to see where you stand with your competitors. What do they do? What do they rock at doing? How is this different from you? What do you do better? When your customers come to you, they are often playing the field. You need to know what sets you apart so you can focus on that to gain more customers.

WHO MAKES UP MY IDEAL TARGET MARKET?

It’s okay to narrow down your target customers. Shorten your reach and make valuable connections. You want your customers to find value in what you do. Take the extra time and figure out who is looking for your product or service, and finds true value in it. You don’t want to waste your effort reaching out to just anyone. Save time and focus on people who are willing to make an investment and an impact on your business.

WHAT DO PEOPLE THINK OF ME NOW?

What people say about you matters. And it’s especially important that you know what they are saying. Send out an email survey, check social media, ask your current customers what they think. This can either re-affirm what you already know, or give you some valuable insights on what you are doing well and what you can improve on in the future.

IS THIS WHAT I WANT THEM TO THINK?

This question ties it all together. When you define your brand, the most important thing to remember is that you can tell people what to think. If you don’t like what they are saying, you can change their perceptions with a simple change in strategy. This is easier for new businesses who are starting off with a clean slate. But for the seasoned veterans of the industry, this can prove to be more of a challenge. Take that challenge in stride because it will definitely pay off.

You may have an awesome website and clever logo, but that doesn’t mean you’re winning the branding game. Branding is all about building and maintaining perceptions with your customers. Hopefully with these tips you have some ideas to use for your own brand. If not, contact SCM Marketing Solutions for more advice.