The Who knew it well, didn’t they? I mean, take a look at one of their iconic album covers. Yes, I’m most certainly showing my age.
The question is WHO ARE YOU!!!!
Get ready to rock and roll as we dive into ways to set your brand apart.
1.)Ask Yourself– Who Are You?
This is the first and most important step. Define who you are. What are your values? What are your expectations? Your goals? Wants? Wishes? What is the purpose or thing that drives you and your company? Then create, develop, or form your brand name, logo and overall brand experience. What is your story? Remember that every superhero has an origin story. What is your company’s origin story? This magic key, your story, is what can help you to stand apart. So own your story.
Do you remember….
- Detour (The Who)
- Smile (Queen)
- The Pendetons (The Beach Boys)
- The Primettes (The Supremes)
It is not that their music changed but their identity changed with the new name branding. Perhaps the question becomes not just ‘what you will do differently,’ but what will you, as a unique company with a specific identity, do even better? If you want to stand out from the crowd, then you have to extend a gracious and understanding hand toward your targeted audience.
2.) Make a Great First Impression
A brand is how your business is seen and experienced in some way. You can also think of branding as the company’s public face. The external parts are your company identity, name and logo. But remember, it’s not just that. There are also the internal parts that sort of act like the heart, pumping blood and oxygen. This is the company’s goal, mission and message, as well as culture and personality. The clearly more defined and unified these are, the better and stronger branding for your company.
3.) Have Brand Consistency
Big brands have messed up by, well, NOT being consistent, such as their logo designs changing all the time. Consistency in your branding will help you connect to your target audience. The one company that embraces a logo change is GOOGLE with their “doodle” encouraging creativity. Creating different looks but using the same word. Bringing you into their world. But back to consistency. How can you be consistent? Is your website, tone of voice, logo design, social media accounts, videos, fonts and colors unified, meaning it looks like it came from one specific place–YOUR unique place? Think of all these elements coming together to create your one-of-a-kind signature. You usually have to repeat your signature on important forms, right? A different signature each time, or an inconsistent brand, means lack of trust from your audience, and they may never return or recommend you.
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Virginia Weiskopf, Personal Technical Guide
Over 20 years of expertise providing technical solutions that let you focus on your business.