The Reasons Why Your Business Needs a Brand DNA
Running a start-up business can be extremely exhausting. From sales and marketing to invoicing and product (or service) delivery, small business owners are expected to wear as many hats as possible for their business to be successful.
Little wonder why many of them neglect their personal branding; often resulting in an inconsistent brand image across several communication platforms. What many start-ups fail to realise is that branding plays a very important role in their customer’s decision-making process.
Benefits of Consistent Branding
Consistent branding is much more than using the same logo and colour on all your marketing materials. It is about making sure that your brand’s message, visuals, tone, and voice are consistent across all your social communication channels.
Some benefits of having a consistent brand are:
- It conveys professionalism and helps you position yourself as an authority in your niche
- You will be able to command premium prices for your services because of your positioning
- You will generate more valuable leads and experience a lower customer acquisition cost
If you notice you’re losing business to your competitors, despite you offering better quality and price, then you are likely suffering from inconsistent branding. This article will walk you through some simple steps on how to turn that around and make your personal brand more consistent and strong across all your social communication channels.
Know Your Ideal Customer
Before you can begin to build a brand that people can connect with, you first need to have a good understanding of who your ideal customer is. You need to know their demographics, pain points, and aspirations.
You also need to identify a market segment that you can tailor your products or services to. One mistake most businesses make is trying to be all things to all people. No matter how generic your products or services are, there will be a niche that will value it more. Dominating that niche market makes it easy for you grow into other market segments.
Craft Your Brand Message
Now that you have a good understanding of your ideal customer, you can better create your brand message to capture them. Your brand message is comprised of your values, mission, vision and brand promise.
Your brand message should also clearly communicate why prospects should choose you over the competition. It should be the driving force behind your content strategy and should be evident in your blog posts, social media posts, email campaigns and website content.
Choose Your Brand Voice
Your brand’s voice refers to your brand’s personality and it is communicated through written content such as blog and social posts. It is essential for your brand’s voice to be consistent with the image you’re trying to paint.
You have to decide if you want your brand’s voice to be formal, fun, friendly or conversational. Once you have chosen how you want to be perceived, stick with it. Your brand identity and brand voice should complement one another.
Create Your Brand Identity
Your brand identity refers to how you want to be perceived by your prospective customers. It is a combination of your brand’s voice (described above) and your brand’s visual elements such as:
- Brand colours and
When creating your brand identity, make sure you use fonts and colour palettes that suit your brand’s voice and personality. This is important if you want to build a strong brand that prospects can trust.
Update Your Social Media Profiles
The next step towards creating a consistent image for your personal brand is to update your social media profiles. Update your bio to reflect your brand message, voice, and identity. Also, make sure you’re using the same profile image and name across all your social media profiles.
From our experience with helping various small business owners and solopreneurs build their personal brand, we have realised that social media is one of the most valuable, yet overlooked, tools you can have in your arsenal. Platforms like Facebook, Instagram, Twitter, and LinkedIn are perfect for building public perception and increasing brand awareness.
Update Your Website and Blog
After updating your social media profiles, the next step is to update your website and blog to match your current brand image. This is important if you want to maintain a consistent brand across all your communication channels.
To update your website and blog, make sure you:
- Use colours that are consistent with your brand identity
- Use the typography you decided on when creating your brand identity
- Ensure the language, grammar and diction of your web content is consistent with your brand voice
Also, make sure the look and feel of your website are consistent with your overall tone. And while at it, ensure you follow basic website copywriting tactics to increase conversion rates.
Use Consistent Colours and Fonts on All Marketing Materials
If you are like most entrepreneurs, your content marketing strategy most likely involves using content such as eBooks, white-papers, infographics and blog images to attract, educate and convert new prospects online.
If that is the case, then you need to audit all your current marketing materials and delete all those that are not consistent with your new brand image.
After that, work on creating new marketing materials with your brand’s colour and typography. Consider creating a brand guide to help streamline the creation process, especially if you outsource to freelancers.
Be Consistent With Your Brand’s Messaging
Despite the use of technology in ensuring secure online shopping, the fact still remains that people want to do business with brands that they trust. The trust factor is even higher when people are considering hiring new businesses.
So, how do you build trust with your brand as a start-up? By being consistent with your brand’s message, value proposition, and brand promise as part of your brand DNA. Being consistent does not mean you should repeat your brand message verbatim, it simply means your brand message should be the underlying theme of marketing material you create.
Be Consistent With Your Brand’s Voice
Being consistent with your brand’s voice is another surefire way to quickly build trust with prospects that have previously come in contact with your content. Your brand’s voice is more than just a choice of words and diction, it is your personality. And your personality plays a very important role in creating your brand experience.
Your brand experience is how you want people to feel when they interact with your brand. So if your brand is playful and relaxed, ensure all your communication materials reflect that same tone. The consistency in both your brand’s messaging and voice creates a feeling of familiarity for your prospective customer.
Create a Brand DNA Guide
A brand DNA guide is a document that outlines all the components of your brand identity that can be followed when writing or designing new communication materials. These components include:
- Brand colour
- Brand voice and tone
Having a brand DNA guide ensures that your brand’s visuals and voice are consistent regardless of who is creating the material. This saves you time and money, allowing you to focus on other areas of your business.
Building a consistent brand is important if you want to build trust between you and your prospective customers. Not only that, it helps you position yourself as an authority in your niche market, making you the go-to source for information.
If you would like to learn more about improving your personal brand, then download our Brand DNA eBook on our 7 step guide to getting your brand off the ground.