DEFINE YOUR WHY
When you create an identity for your brand, you're giving it something to stand for. That, in turn, gives your company a purpose.
Very few businesses know WHY they do what they do. WHY is not about making money — that’s a result. It’s a purpose, cause or belief. It’s the very reason your business exists. Knowing the deeper ‘why’ your brand exists provides the foundation on which to build everything else.
Not only does it improve the public’s perception of your business, it also motivates you and your employees to work towards a greater purpose. As Elon Musk put it: “Putting in long hours for a corporation is hard. Putting in long hours for a cause is easy.”
2. ZOOM IN ON A TARGET AUDIENCE
Understanding the people who experience the problem you solve is without doubt one of the most critical tasks in the entire realm of branding.
A target audience is a specific group of people most likely to want or need what your brand offers. Regardless of how the idea to solve a problem was born, one of the very first tasks for a brand is to identify who the most relevant people are, most likely to benefit from the brand’s solution.
Adopting a general approach — assuming your customers will come from all segments or demographics — is no longer enough to support a new business. Attempting to serve every possible niche is a route to failure. Identifying a target audience provides a clear focus of whom your business will serve and why those consumers need your goods or services.
3. FINDING THE SWEET SPOT
Understanding your business and finding a balance between what you do best and what your target customer needs.
The way to find your business’ sweet spot is by looking at the intersection of what you’re good at (strengths), what you enjoy doing or learning about (interests) and what benefits others (profit). In business, you’ll find your sweet spot is where there is perfect harmony between the things that you and/or your company does well and efficiently, and the things that the market is willing to pay for.
However, if we only look at aligning what you do with what the market wants, it leaves you as an individual out of the picture. What if the thing you’re doing is great from a profitability perspective but doesn’t give you a feeling of happiness or satisfaction? For any business activity to make sense, there must be a convergence of passion, talent or skills and money.
4. VOICE AND PERSONALITY
Brand voice is the tone, style, and language of a brand’s communication with its customers. It is the voice of a brand identity.
When it comes to brand loyalty, people actually value emotional engagement more than they value customer satisfaction. A strong brand voice can help you form a lasting impression and establish an ongoing relationship with your customers.
Having a strong, consistent brand voice has become critical to a company’s survival in this age of constant distraction and endless scrolling. Without a strong brand voice, it’s nearly impossible for a company to gain a foothold in a world already oversaturated with marketing messages.
5. CREATE THE VISUAL IDENTITY
What do you want potential customers or clients to say about you and your business? What kind of impression do you want to leave?
Your visual identity is one of the most important aspects of your business. Because we process visual information 60,000 faster than text, it is your first touchpoint with a potential client or customer.
It is the first thing people see, and the first thing people use to establish trust in you.
The most common reason people don’t buy from a business is because of the lack of trust. If they don’t connect with your visuals (and the rest of your brand), you are loosing their trust and making it more difficult for them to hit that purchase button. At LUCA Creative Agency we create all the posts and content based on a detailed marketing strategy plan for your brand.
6. KEEPING IT CONSISTENT
Brand consistency ensures that your brand is easily recognisable across all marketing channels and touch points.
Brand consistency is how an organisation delivers messages aligned with its core values, brand promise, customer experience, and brand identity elements. It refers to how “on-brand” all of your company’s marketing content is with respect to your brand identity and brand guidelines.
Brand consistency ensures that your brand is easily recognisable across all marketing channels and touch points. This creates a cohesive consistent brand identity, unified experience for both existing and potential customers.