When it comes to branding, remember that one of the most important elements is consistency. It’s about so much more than slapping your logo on a piece of content and calling it a day. Not only must consistency exist within a platform and across platforms, whether online or offline, but to get the results that you desire, you must also ensure that your brand strategy aligns with your business objectives.
The content you share, the offers you create, the everyday interactions you have with your audience, and so forth must work together to achieve your objectives. In fact, your brand’s strategy is always based on your company’s goals.
If it’s not, you need to get clear on your objectives and build your brand from there.
The steps to ensuring consistency with your brand message and business objectives are as follows:
- Know Your Business Objectives — A business objective is a goal that you have for your business. For example, you may have a goal to provide excellent customer care, or you may be mission-driven based on your core values, or you might have a goal to ride the wave of change. Your goals are up to you, but remember to put your audience first when making them.
- Know Your Target Audience — You must know exactly who you want to work with or create offers for before you can create your business objectives. Even if you haven’t started yet, and have no audience, you can observe your competition’s audience, who are the same as your audience.
- Develop Your Brand Message or Mission Statement — When you know what you are going to do and how to do it and for who and why, it’s going to be a lot simpler to create objectives that match. Plus, when you write it all out in a pleasing tagline or mission statement sentence, it’s easier for you to follow and share.
- Create Your Tagline — Using your mission statement and brand message, create a tagline for your business based on the results you plan to produce for your clients.
- Choose Your Business Name — Now that you know your mission and the results you are going to deliver to your customers, it’s a great time to name your business. Doing this will ensure your name makes sense based on the results you deliver.
- Design Your Logo — Now is the time to design your logo based on your brand’s mission, your brand’s voice and message, and how you want your audience to feel. When you study different symbols, colors, and fonts, you will note that they elicit various feelings in your audience.
- Develop Your Content Marketing Strategy — Based on your objectives and mission, you can now work on your content marketing strategy — and it’ll be easier, because you know what your core message is and your reason for being.
- Create Your Website — After you have that information ready, you can create your website. You know what type of content you want to deliver to your audience, and your website is the center of your distribution strategy — whether it’s free content, paid content, or other products and services.
The prettiest branding, or what might seem like the “best” branding, doesn’t help you if it doesn’t result in sales. The only way to ensure sales is to match your branding with your business objectives. That means you need to create your objectives before you create your brand in order to be effective in keeping that all-important consistency needed to gain trust and get more sales.