When building a business, one of the early critical steps you must sort through is the brand, both in defining what it is and how to connect it to the right client.
And no, we’re not talking about the standard branding elements of creating a stylish logo and delivering smart, clever advertising. Yes, they both do have a role to play, but branding goes way deeper than those surface level things.
Defining your company brand is more about the core principles that define you, which in turn apply to the products and services you offer. Your brand is who you are, your products are what you sell. Confuse the two and you’re screwed.
Think for a second about the differences between Walmart, Target, and Amazon.
All three are massive retail giants who, for the most part, sell many of the same items. But the minute you read those names, you probably knew what each one stood for and the audience they want to reach.
Walmart is the mass appeal discount retailer.
Target is the slightly more upscale discount alternative.
Amazon is the online retailer with a huge variety of items.
Three retailers, each with a similar goal of selling products and services to as many consumers as possible, achieving their mission with three distinctly different approaches.
Their brand determines their ideal client.
How do you obtain similar success with a clearly defined brand that also reaches its preferred clientele?
If you understand who you are, what you represent, and the value your product or service brings to a consumer, it’s not nearly as daunting a process as one would think.
Here are the three critical questions you need to ask.