These days, website growth is on the rise and competitive companies are constantly updating their sites. In the midst of all this, what is the one factor that can differentiate you from the competition? How are you different and what is your differentiating factor? It all boils down to your brand. But what encompasses your brand?
Your brand is defined as a number of things, including:
- Color Palette
- Messaging, Taglines & Slogans
- Unique Signifier
When you get down to it, the core of a brand is what you are promising your potential clients. Yes, you want something that is visually appealing and creative, but the messaging must represent the core values of your firm. If your image and your values are not in alignment, you are doing your clients a disservice. After all, your brand is something with which everyone must be on board: from the Partners to the receptionists.
Understanding Brand Persona
Your brand persona includes every element of your brand. It must be present at all times in your website, advertisements, physical collateral (signage, business cards, envelopes, etc.), and events. Every time a client interacts with the firm, the brand should be consistent.
The best brands in the world are recognizable by a certain symbol, color, tagline or song. These companies have worked tirelessly on their brand for this recognition, and now that brand is working for them. Simply put, it pays to make a brand that makes a difference.
Once your brand is created, you must have a brand guidelines document. This document is something you can give vendors anytime you are hosting an event or sponsorship. This will translate the exact colors, pantones, fonts & messages that are approved for use.
The next step is to make your brand recognizable to your geographic market and continue to use that brand as long as possible. You can determine your brand reach by starting with your clients. Consider asking why they chose and continue to choose you? What makes you and your services different? This will help you differentiate your actual impact from your perceived impact.
Essentially, branding comes down to a single important point: your unique differentiating factor. If you can discover what that is, you can use it to build an outstanding brand. We’ve helped our clients uncover what makes them unique, and helped lay the foundation for success. So, if you need help discovering your unique differentiating factor, please call us for a free consultation.