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It all starts with the idea of the brand and its positioning.
The idea will determine what place the brand will take in the market, how to build relationships with consumers, what name and visual appearance will be most effective.
I carry out a whole range of activities - from market analysis to creating a visual brand image and promoting it on the Internet.
If you’re new to the industry, ask yourself who your ideal customers are and how they depend on your product/service. Or find and analyze your direct copetitors. Analyze their product/services, their brand strategy, their customers or users, and how people interact with their business both online and offline.
If you’re an established business, you have a chance to analyze your existing customers and clients. While conducting your analysis and market research, divide your customers into segments according to their common patterns and motivations. This will help you understand which segment is more profitable to your business and try to attract more similar customers.
The brand positioning statement is the sentence which reflects what your business offers, your target audience, and the benefits of your brand. For many brands, it’s a big challenge. But, if you really understand your brand and how you want it to be perceived by others, you can easily write it with the help of brainstorming.
The statement can be broken down into 3 parts: your target audience, the value provided by your brand, and its backup. So, ideally, the positioning statement will look like this:
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Once you define it, make sure that it fits your brand story and think about how it will change with time as your company is growing. You can always get back to it and make it more precise, unique, and relatable to your brand.
Most of us recognize brands by their logos, or even their brand colors and messaging. It means that those brands have successfully developed their brand identities.
First of all, you need to conduct a brand audit to understand where your brand stands in the marketplace and among your competition. This will give you insights into how to proceed.
Then, depending on your positioning, you need to develop the creative elements of your brand — your brand style guide.
When you increase your brand awareness and more people learn about the existence of your brand, your brand identity plays the leading part. If you hit the right audience, impress them, and build an emotional connection, your brand will be remembered. You can increase your brand awareness both online and offline by using different channels.
Your brand identity is how people are going to recognize your brand. This is why it’s crucial to build an authentic one that reflects your values. A strong and creative brand identity should be an inseparable part of your brand strategy.
Consistency builds trust. This is not just a statement. It’s a fact. Now, imagine a person who constantly changes his attitude and style. One day he is all business, another day he is too casual and friendly, then he disappears and shows up after a week. Can you trust this person and do business with him?
The same goes for your business. If you’re constantly changing and are very unpredictable, people won’t trust you and your company. So, consistency is crucial. But how to maintain it?
Keeping your brand consistency directly depends on effective teamwork. It doesn’t matter how many people are involved in the activities, each of them must know your brand values and how to communicate them on various channels. All team members must have access to your brand style guide and learn how to use your branding materials while creating any kind of content.
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