Know the strength of your brand in about 60-seconds.
You get one word to put on a bumper sticker that captures the perception you want others to have of your brand.
Do you know what that work would be? Would it be the same word if you asked your business partner, staff, or your clients?
In my last 20-plus years working as a graphic designer and brand strategist, I've found most businesses aren't 100% sure of the perception others have of them. Most want to focus on marketing before checking to see if they have a solid brand foundation first.
No matter if you are a small start-up or multi-billion dollar corporation there are eight foundational pieces needed to give yourself the best advantage to overcome your business's three deadly threats—the threats of market distraction, competition, and being perceived as a commodity.
If marketing is getting the word out, then branding is coming up with the word.
That's why I created a simple "How Well Do You Know Your Brand" checklist to determine your brand's overall foundation. These eight "yes or no" questions are the fundamentals needed to build a successful brand.
How solid is your brand? Here are eight questions to judge your brand.
Answer Yes or No to each question below.
Do you have one word that defines your brand?
This is the one word that comes to mind when people think about your business or you as a personal brand. It’s a word you can own in your market.Do you know your brand's top 3 adjectives?
These adjectives describe how you want to be perceived in the market.Does your brand have an established voice and tone?
Your voice is the unique personality and style in your communication.Does your brand have a consistent visual identity?
Your graphics should have a unified look and feel that sets you apart.Do you have a unique promise to your customers?
This is a written statement your customers can count on you to accomplish each time they do business with you.In two words, can you describe how you are different and what you do best?
Think of this as your tagline or anthem, a brand compass.Do others perceive you as the trusted advisor in your industry?
This means you’re the go-to person for teaching people how to buy services and products like yours, even if they don't do business with you.Do you have a fundamental marketing piece that demonstrates your opinions of authority?
This is your unique prospecting tool to give away in exchange for prospect's emails.
That wasn’t too tough huh? So, be honest, how many No's did you get compared to yeses? Did it take you a while to think of the answers, or were you like, "I got this foundation thing in the bag!" Now go ask a customer to answer the eight questions to see how aligned your messaging is with their reality.
There is no greater responsibility for a business owner than to know who you are (your brand) and the value (your promise) you bring to the market. And if you didn’t have as many yeses as you hoped, then you need my branding workshop.
The Attitude Adjustment Branding Workshop
Since time is money, and I pride myself on the speed of implementation, I've developed a live 4-hour "Attitude Adjustment Branding Workshop" to help you build this foundation.
This workshop has a clear step-by-step plan to lead you through the branding process, with built-in checkpoints and success metrics to keep everyone focused and informed on your brand. Without a plan, you run the risk of straying, which often translates into a compromised, unfocused, and forgettable brand identity.
After the workshop, I'll hand you a 32-page custom actionable brand foundation, with crystal-clarity about your message, what makes your company fascinating and how that matters to your customers.
When you prepare the foundation first, that's the place where remarkable growth takes root. Likewise, it will anchor your internal branding and team-building efforts because a great team is always part of every growth story. It's mission-critical thinking for any growth-oriented business."
If you answered no, a lot more on the questions above than yes, give me a call. I'm happy to chat for 15-minutes, and I'll walk you through the process to build a fascinating brand.
