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Questions to Help Define Your Branding

Updated: Jan 11, 2019


Your business can stand out from the competition with the right branding.

Branding is important for any business. It will help your company look more professional, stand out from competitors, and develop a recognizable presence in the market. It becomes part of your company’s identity.


Most people only think of logos and color palettes while coming up with a brand. While both of these are large components, there is more to it. The tone your company uses in its writing, the salespeople you hire to represent your company, what events you attend, etc. are all part of your company’s foundational branding.


But where do you start?


Step 1: Define what your business does and what your advantages are over your competitors. What service/product is your business selling? What are your key advantages you have over competitors?


Step 2: Take a look at what branding your competitors have — not to get ideas, but just the opposite. You want to make sure your branding stands out from the crowd – especially if your industry is competitive. If everyone in your industry chooses a darker color palette, for example, consider a warmer one that will catch prospects’ eyes.


Step 3: Define your target market. Who are you hoping to sell to? A company whose target market is older adults should have MUCH different branding than a company whose target market is teenagers.


Let me walk you through an example. Let’s say you own a bicycle shop. Let’s take a look at how these questions might play out in that context.


  1. Define what your business does and what your advantages are over your competitors. You sell bikes. You are able to get higher quality bikes at a cheaper price than most of your competitors because of your great relationship with manufacturers.

  2. Take a look at what branding your competitors have — not to get ideas, but just the opposite. Most of your competitors have very neutral colors and very professional, dry language in their promotions.

  3. Define your target market. You sell to the active 20-something crowd that enjoys bike racing, triathlons etc.


Based on these findings, you’d want to highlight that your bikes have higher value than competitor bikes in your copy. You may also want to play with cheeky design and copy to stand out, such as brighter colors in your branding. This playful sort of branding seems like it would resonate well with your target group as well.


Ready to set up/improve your branding? Contact us at Global Digital Content Services today to get started