Okay, I really hope you went to the Marketing 101 section first, before you stopped here. Why? You’re going to need it. Also, note: This is the very first step in creating your brand. Now that we know, what your brand is and why you need one we can start on creating it. There are several steps required into creating your brand:
1. Determine Your Product and/or Services you offer. If you have been following along you will have most of this information written down from the Marketing 101 section. You will need to truly understand and define the qualities of these services and/or products that you have. Also, make sure that you know the SWOT for each of the products and/or services you offer.
2. What are your company core values? You would have made this information in the Organizational Level marketing strategy. These values are what define your company. These values can actually determine what your logo would look like, where you place ads, etc.
3. You will need to know the company’s mission and vission statement? Once again found in the Organizational level marketing section.
4. Who is your target market? Yup, you guessed it, you can find this here.
5. What is the Tagline of your company? Okay I know what you’re thinking, “Alex you didn’t tell us how to do this!” You are correct there. This is how you can come up with a tagline.
You already know your products and/or services, your company values and your mission statement.
- What is the Problem that your company solves? These are literally the thing that your clients are in a panic about. Don’t sell a solution, sell a problem. I will talk more on this later on.
- What is the solution that your product and/or service provides?
- The target profile: You know this by knowing who your target audience is.
Combine the above points into a Trigger that makes people say “Wait you do what?” Your tagline really needs to make people want to say “what do you mean by that?”. For example: A marketing agency might use something like… “We’re Your Marketing Department”. Remember that your tagline has to tie into everything that your company stands. Otherwise we just wasted all this time making a book of junk.
6. Using the above information you can now create a personality or character for your company. This persona or archetype will in essence represent your product and/ or services. Here is a simple exercise to really figure out what the company characteristics are. Take any hollywood film, actor, hero whomever. Now imagine that that person or character was the representative of your company. Who would that person/cartoon/character be? Why do they match your business? How do they behave? How do they react in different situations? What is their personality like? And make sure that the person/character really matches the brand, don’t just pick SuperMan b/c he’s cool.
7. Use the character you’ve created in step 6, to represent the brand. Since that archetype/persona or character really is the embodiment of the brand you now know how your brand should be viewed or you would like it to be viewed by the rest of the world. Remember, you as a company can only guide your brand. You cannot dictate what your brand is, this is based upon who sees it and how it behaves. It almost takes on a living persona, got it? This is the same persona we just made in step 6.
By now everything should really be making sense and tying things together for your company. We’re not stopping here, there’s still a lot more to go. How much more? Well you know how the ocean is deep? Well double that, but don’t panic, this is an easy step-by-step guide.
If you have questions on something I haven’t covered yet or just need some clarification, then feel free to contact me. Trust me I don’t bite.