5 Ways to Build a True Brand Experience …
Authentically crafting a TRUE EXPERIENCE for your brand is more than just building a website and a few social media pages, profiles and groups. You need to be armed with passion for simplistic design, cutting-edge technology, new trends and platforms, and best practices. You must strive not to be just as a success, but rather to be of value. And with technology paving the way for the future success of your business, there’s some great ways to co-habit – and that go hand-in-hand with the 5 ways to humanize your brand post from last week! 😉
Building (and “humanizing”) your brand is a requirement, not an option if you want to survive in the business world today. And as we already know, humans connect, relate to and trust other humans. So, if you’re not any of those things, why would someone be likely to even consider doing business with you?
Now before we dive in, why don’t you take a few moments to think about your brand … You’ve got a logo, maybe even a slogan. But that doesn’t mean you have a brand.
Too many entrepreneurs these days do not understand the value of a true brand experience. They think that branding begins with choose a company name and ends with hiring a “budget friendly” graphic designer on Fiverr or GenM to pop out a generic design with a handful of your all-time favourite colours on it.
If this sounds all too familiar to you, I truly hope you keep reading!
We must always start with the end in mind …
- Where do you see your business going?
- What are your goals?
- How is your business going to have an impact?
- What is the fundamental purpose that will inspire?
- What is your backbone made of? Negotiables? Non-negotiables?
- What is your brand’s story? It’s unique hero tale?
Having purpose is the center of your brand. It is WHY we exist. And without purpose, it’s going to be remarkably hard to unite people to your brand or your “cause”.
(And by “cause” I mean purpose. For me, it’s “untangling” business owners.)
Your values are uncompromising truths and guiding principles that articulate what you stand for, and the primary driving force behind your brand, business, behaviours, and decisions. ~ Jennifer Bourn, CEO of Bourn Creative
That quote is BANG ON! After all the hard work you put into building up the perception of your brand, it is the customer (not you, your friends and family or your cat!) that chooses what your brand means to them. You get the opportunity to influence your customer’s opinions of your brand. Not choose it!
So, to boil things down and get you back on track to creating a TRUE brand experience for your audience, customers, clients and/or followers, here are the 5 main questions (and ways) to ask yourself – and your team …
- WHY does your business exist? (re: your purpose)
- WHAT are you aiming to achieve? (re: your vision / “claim to fame”.)
- HOW do you plan to achieve that vision? (re: your mission.)
- WHAT does your business stand for and how do you behave? (re: your values.)
- HOW are you different from the competition? (re: your position)
A bonus item I want to add to this list is don’t be a copycat. Originality is way more fun!
A great brand stands out from the competition. So, you must experience the competition to get a feel for each of the players in your space – from a customer perspective. ~ Brian Lischer, CEO of Ignyte Brands
So, whether you are just beginning your entrepreneurial journey or rebranding your current business, you should really take the time to build a branding strategy to ensure that you, and anyone that is on your team. Align your voice, goals, story, visual elements, and all the other things that portray your brand. Because at the end of the day, it’s the customer who decides who we are …
I know I stress the importance of branding a lot but that’s only because it’s that important. And because I’ve been there too … In “the struggle zone” to find my true voice to create an amazing yet unique brand experience for my audience. It took me 3 major re-brands to get to where I am today. (And that’s not to frighten or deter you.) Your brand is never done being built … But if you create a solid foundation, a successful business will be had.
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