Where to start with a new brand?
Nop, the first step is NOT the logo.
The first step is the foundation. Brand Core.
On a good foundation, you can then build the whole brand, the brand identity, and have crystal clear next business steps.
Why?
Because with a strong foundation you can focus on the right direction so that you don’t go a little left, a little right.
So where to start?
Brand Core? And How To Choose The Right Core Brand Values
1 | Brand Attributes and Brand Statement
First, it’s time for the basics – basic qualities and values of your brand. How do you want your brand to run, how do you want others to perceive it, how to feel when they get in touch with you? What’s the vision?
Based on this, create and write a brand statement. This is a short sentence in which you summarize what your brand is, its values, and who it serves.
2 | Customer profiles
Then create a profile for at least one ideal customer (there can be more if it makes sense for your business). This will make it crystal clear to you who your brand serves! This will be a clear direction for you and based on that you can then prepare offers, communication, build a mailing list, social media…
If you do not know where to start with an ideal customer, you can download this freebie: WHO IS YOUR IDEAL CLIENT?
3 | Business goals
Once you have the specific values and core for your brand, and you also know who you serve, you can prepare a business goal. For important business areas set goals, rank them by importance, so it will be clear what you should do first.
You should set business goals for:
- Revenue (all sources of your income, services, products, workshops, lectures, consulting, 1: 1, online help, events…)
- Awareness (where potential customers will find and follow you)
- Efficiency (how you can make your business as efficient as possible, what you can automate, what can you delegate, what needs to be optimized for greater efficiency…)
Don’t forget to put these goals on the calendar! You know, if you don’t plan them, it won’t happen. 😉
4 | Finding the ideal solutions/offers for your brand
Depending on your ideal customer and goals, you can then decide what the most ideal offer or offers would be!
What is that ideal solution?
Maybe you can offer advice in addition to the product.
Or create a new service that doesn’t exist yet?
Revel your imagination!
5 | The journey of your ideal client
Then it’s time to create a custom journey plan. No worries, we’re not going to travel anywhere physically (hm, although I wouldn’t mind a day on the beach).
What is this anyway?
It’s planning your client’s journey – from where they first find you to becoming your customer.
Why is this important?
So, you can then prepare the content and plan steps based on that.
To make it easier here is an example…
At a yoga practice, the instructor is wearing a beautiful T-shirt → you, as a participant, ask where she bought it → find this designer on Instagram, and start following her → you find that this designer also offers tips on how to combine clothes → sign up for these tips and news → you are happy to read them every week and start to combine your clothes much better → then you need new pants and of course, you buy them from this designer → you are excited about your look, even your best friend adores your look → you recommend her your designer…
Amazing, right?
But what good is that to you?
This can help you figure out where to focus more energy. In this case, e.g. the designer can donate her creations to teachers, connects with them… Prepare newsletters with tips …
Yep, it’s so insanely good and useful!
Well, now is the time to set your Brand Core for your business (new or existing).
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