When was the last time your business took a good look in the mirror since first starting out? I know, you think I’m talking crazy, but businesses are like people, who grow, change and refine their identity over time. When you started your business you probably came up with a logo and business cards and hopefully a Web site that communicated all the things you hoped your business would be… kind of like when parents dress their kids a certain way until they start dressing themselves.
If your business is at a point where it’s now dressing itself, meaning, its identity has shifted from where it once was, maybe it’s time to get back in touch. Here is a basic version of an exercise we do with our clients as part of identifying their brand for the purpose of creating designs that fit. Answer these questions while thinking about your company NOW.
Essence Development
• List three likeminded brands:
• If your brand were a person, who would it be:
• List the basic characteristics of this persona:
• What SHOULD be your first impression on your customers versus what IS:
• Get specific about who you are with a three-word round up: (Ex: “Nike: Authentic Athletic Performance” “ Starbucks: Rewarding Everyday Moments” “Disney: Fun Family Entertainment”)
Audience Sector
• What are their main characteristics:
• How do they find you:
• What is your relationship with them:
• What do they know about you:
• What do they expect from you:
• Why do they choose you:
Communication Examination
• What does your logo communicate (If you’re not sure ask a few people with fresh eyes who don’t know your company):
• If a new visitor was to visit your Web site/Web platform, what would they notice right away and is it different than what you want them to notice right away:
• What considerations would improve consistency among all of your company’s marketing materials:
Now, examine your answers and take a good hard look at if you’re properly communicating where your brand is NOW. Let us know what you come up with! And as always, we’re never shy to give you our own two cents.
