It is so easy to come up with business ideas; what products to sell or which services to provide. But do you ever stop and think HOW your business idea will impact the consumer? Is your business idea actually NEEDED in your community?
A business idea is just that – an idea, until you can link a genuine purpose to it. We live in a world where there are a lot of problems. Designing your business idea or your brand for that matter, should not revolve around the profits. Sure making a profit is vital for a brand to survive. However, your target customer should be your first priority. Ask yourself “What are the current problems in your community?” and “How will your brand improve your community?” If you can develop your brand based on the foundation of addressing a genuine problem within your community, you won’t really have a problem finding customers.
You see, designing a brand is like making a PROMISE to your customer. You tell them what they can expect from you, the benefits that they will enjoy when they support your brand. An easy way to design your brand is to sit and think about who you are, who you want to be and who your customer will perceive you to be. Again, you need to focus on the problem you want to solve – how you can improve people’s standard of living.
Successful brands of the future care about people, not branding.
DESIGN is the silent ambassador of your brand. You need to clearly define who you are and what your purpose is. This refers to how you design and executive the following aspects that will form part of your brand:
- Your logo should clearly reflect your brand story; who you are
- Your brand message should communicate to your customer the story behind its design, why you started this brand and the benefits they will enjoy when becoming a part of your brand family
- Your tagline should be memorable, meaningful and concise to capture the core essence of your brand story
- The look and feel of your marketing materials should be designed to portray your brand story; consider aspects such your colour scheme, logo placement and marketing channels that should fall in line with your brand story
- You should always be true to your brand and the story it tells; if you don’t deliver on your brand promise, your customer won’t return and surely won’t refer anyone else
I used brand story a lot in the above bullet points… Designing your brand is the most important part of starting up your business. You have to be consistent in the message that you put out there when you promote your brand. Running a successful business depends a lot on the trust that develops between your brand and your customer. Nowadays customers don’t care about your business but they do care about their problems. It is in your hands to be the solution that they are looking for.
“Brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product over another”