Have you heard the story about the man who built his house from scratch with no plan, blueprint, or design? Of course you haven’t, because this would be a ridiculous approach to constructing a building and would likely be an enormous waste of time and money.
Before you build a house, you need to go through a planning process. You assess your needs, wants, and functional requirements, and you hire an architect to create a blueprint so the home is completely mapped out before ground is broken. Sometimes the planning phase takes just as long, if not longer, than the construction phase.
Building your business brand is similar to building a new house. It’s incorrect to assume you can have an idea for a product or service and jump straight into implementation. While it may be possible in rare circumstances, it seldom leads to a sustainable, established brand that can easily scale and grow.
Your business brand is the story your company tells. It is the holistic experience your audience has when interacting with your company. These interactions range from an individual’s experience on a phone call with customer service to a fleeting glimpse of your logo on a billboard to the content on your business social media accounts.
Building a brand from the ground up takes intentionality, strategy, and a clear vision for the future, as well as the steps needed to make that vision a reality. Simply put, you need a brand blueprint. Each aspect of your business—from colors and fonts to the wording of your emails to your website design—needs to align with your core mission, personal values, and financial goals or you will fail to build a solid, cohesive brand.
Your blueprint will need to include elements such as:
- A clear mission statement, Unique Value Proposition, and a list of short- and long-term objectives
- A breakdown of your target audience and their pain points as well as an analysis of competitors and general industry trends
- Clear user pathways and funnels to generate awareness about your company, educate your audience, and guide them to the solutions you offer
- A description of the emotions and values you want to appeal to in your audience as well as content and marketing strategies that support these value propositions and lead your audience to the desired call-to-action
By establishing a solid brand blueprint, you can more effectively increase leads, improve sales, create a company reputation, strengthen customer loyalty, and scale your business.
ATX Web Designs offers branding strategy and digital brand development services. For more information, drop us a line!