See our first post in the Brand 101 blog series here: What's in a name?
If you’ve started a business, a solo freelance venture, e-commerce store or app, you’re likely have considered, if not already started thinking about your branding.
Today, it’s not enough to have a product or service and expect to reach the same engagement from our customers as our competitors. There are so many reasons why brands fail to make it; in fact we’ve all seen so many small businesses doing everything right; Logo - tick, Photography - tick, Website-tick, Social media-tick. Great products/services and pricing - tick. All there, but missing a simple yet crucial consideration; Brand Direction.
What is Brand Direction?
Brand direction encompasses the story; personality, tone of voice, and creative aesthetic that your brand will be consistently associated with.
Why is it so important?
Your Brand Direction is important because it is the story you tell around your ‘physical’ products / services. Stories that resonate with your customers ideal selves, and inspire. When your customers are inspired by your story, they’re more likely to want to associate with your brand, products and services. When your customers are inspired, they themselves become your marketing team by sharing and advocating your brand.
How do I start?
Ask yourself these questions:
Who is my ideal customer and why? An ideal customer is someone who resonates extremely well with your product and business values.
Do your research and think about the person you’re creating for. What are their ideals and values? What do they care about just outside of the services you are offering?
How would they see your brand as part of their ideal lifestyle?
Eg. If you sell skin care, how will your product fit in with their ideal bathroom vanity? How will it fit in with their ideal skin care regimen? How will it make them ideally feel and look?
Your brand direction’s aesthetic, tone of voice and experience (in this case, packaging, website’s e-commerce experience) should help your ideal customer see your product as part of their ideal life.