Defining your brand is an integral part of your business’ marketing plan. You can have a name, website, brand colors, design aesthetic, and logo without having a defined brand. Your brand is what you stand for. It goes above and beyond other elements of your business, like its name and website design.

Many business owners assume that they have everything they need to market themselves and their business as long as they have a name and website. This assumption is false, as every business, regardless of its size, needs a well-defined brand.

Here are 7 steps to take to define your brand:

1. Share Your Origin Story

Every business has a story behind it. Whether you have a family business passed down from generation to generation or you just wanted to be your own boss, your story is part of your brand. This story builds a connection between you and your potential customers by humanizing your brand.

This may seem like an overwhelming task, but it doesn’t have to be. Start by answering the question, “How did you start your business?” Then, write your origin story. This story could also serve as potential content for a blog or social media post to further engage your audience.

2. Define What You Do

Your website and other marketing materials are completely useless if they don’t provide the information potential customers want. You should clarify what your company does to better define your brand in your marketing materials, including in-depth information about your products or services. 

3. Define Who Your Customers Are

Who your brand is targeting defines it. That is why you should ask yourself who your ideal customers are when defining your brand. Consider the genders, ages, and locations of your target audience. Ask yourself, what problems do they have that your business hopes to solve? Your brand must ultimately provide for the needs of your potential customers to be successful.

4. Highlight What You’re Most Proud of

Each business has something that sets it apart from the competition. Make sure you mention any distinct business practices you have in your branding. If you don’t have any distinct practices, highlight the aspects of your business that make it unique. This could be anything from the people involved to the services you offer that your competitors do not.

5. Communicate With Your Customers

In today’s world, businesses have an advantage in that they can communicate more easily with current and potential customers via social media. Customers can leave reviews on your social media profiles or website. You can easily send them a text message or e-mail.

6. Make Customer Interactions Matter

Using social media, email surveys, or another method of your choosing, ask your customers what they like or dislike most about your product or service. This way, you could find out why they chose your product or service over the competition. You could also collect important demographic information like age, location, or gender to help your brand better appeal to its target market.

Asking for and using feedback is one way your brand can connect with your current and potential customers. These interactions help you figure out how you most resonate with your customer base. Then, you can use the feedback collected to inform your brand messaging. Overall, you want your brand to seem like it’s speaking directly to your target audience.

7. Check Out The Competition

Defining your brand helps you stand out from the crowd. Your brand must differentiate you from your competitors. However, you won’t know if it does unless you research who your competition is. Find businesses that offer similar products and services to yours near you.

Then, look at their websites and social media profiles. Note how they present and define their brand. Figure out what they’re doing well and not. This is how you can further define your unique selling points and your brand as a result.

It’s Time to Define Your Brand!

Now that you’ve put in the work to gather the necessary information, it’s finally time to define your brand. While there are companies out there that can help you build and define your brand, you can do it on your own. This is good news for small businesses that may not have extra room in their budget to hire a branding expert.

However, if you’d be more comfortable letting someone else help you, our team at Links Web Design would be happy to help you define your brand. We’ve helped hundreds of brands to define and implement their brand into their overall marketing plan. To get started, please contact us for a free consultation.

Links Web Design is a Branding Company in Bangor, ME, and Fruitland Park, FL.