"I need ... before I can …"
"I can't because I don't have ..."
"I haven't had time to ..."
"I need to rebrand because ..."
I hear these statements (and more) when I talk to people about their business branding. This is speaking from a place of lack instead of proactively building a brand.
It's might be true that you need a rebrand. It might be true that you don't have the budget to afford the professional help BUT you don't know what you need. I guarantee you don't because you haven't taken inventory n order to do all of the necessary research.
Before you can 'fix' something you must take an inventory of all the work that needs to be done.
If you needed a house, you wouldn't just go out and get a fixer-upper without knowing exactly how much work needed to be done and what type of work, right? Let’s say you thought the transmission in your car went out but you’re not 100% sure. You wouldn’t just go buy a transmission and hope for the best. You need to go accurately identify the problem.
The same is true when you “renovate” and revamp your brand.
Before you can dive into the obvious details like fonts and colors, you have to evaluate what is and isn’t working with your current brand.
For those with existing brands, it’s important for you to pinpoint what you’re doing right and what you’re doing wrong with your current brand. For those just getting started, I encourage you to work through this evaluation, too. You might not be able to answer every question, but this step will provide some helpful things to consider as you build your brand throughout the next few weeks.
WEEK 1 ACTION STEP
CONDUCT A CURRENT BRAND EVALUATION.
“A brand is no longer what we tell the consumer it is -
it is what consumers tell each other it is.
— Scott Cook
YOUR BRAND IS MORE THAN A LOGO OR A MISSION STATEMENT.
Your brand is your reputation -- the perception of you held by the external world.
It’s important to take the time to identify the message you’re trying to communicate to your audience and evaluate the effectiveness of your current brand.
What kind of clients/customers have I been attracting? Are they my ideal clients/customers? If not, what type of clients/customers do I want to attract?
What are my brand’s core values and beliefs? On a scale of 1-10, how well do I think these beliefs are being communicated to your audience?
What problem does my business solve? On a scale of 1-10, how well do I think I’m communicating this to my audience?
What promises do I make to my clients/customers? On a scale of 1-10, how well do I think I’m communicating these promises to your audience?
Why do my current clients/customers choose my business over other businesses in my industry?
Why do certain prospects choose other businesses in my industry over yours?
What do my clients/customers say when they recommend my brand to others? What do I want them to say when my business is recommended to potential clients/customers?
On a scale of 1-10, how loyal are my current and past clients/customers?
How is my business different from my competitors? On a scale of 1-10, how well do I think I’m highlighting these differences in my brand?
What do I personally bring to the table that strengthens and/or weakens my brand?
NOTE: IT CAN BE HARD TO TAKE AN OBJECTIVE LOOK AT HOW YOUR BRAND IS PERFORMING BUT BE REAL AND HONEST WITH YOURSELF.
So once you’ve answered the questions above, I want you to ask three people who are familiar with your business and your industry to answer the following questions:
Who am I and what do I do?
What are my brand’s core values and beliefs?
What problem does my business solve?
Based on my brand, website, and marketing efforts, what promises does my business seem to be making to potential clients/customers?
Why would clients/customers choose my business over other businesses in my industry?
What words would you use to describe my business to others?
How is my brand different from others in the industry?
What does my personality add to or take away from my brand?