Who Are My Customers Now?

Who are your current clients? What do they like about your brand now? Even though your brand may need some updating, that doesn't mean you should completely scrap what you have already built. Analyze who your current customers are and why they were drawn to your brand. You can use this information to determine what areas of your current brand are working and what areas need to be redesigned.

What Customers Do I Want to Attract?

If you haven't already, you should create buyer personas so that you can better understand your target audience. This information will help you determine what your ideal customer values in a brand. At the end of the day, you are creating a brand designed to appeal to your target audience.

Who Are My Competitors and What Are Their Brand's Position?

What does the industry look like? How are your competitors handling branding and marketing? Companies need to understand the atmosphere their consumers have become accustomed to so that they can find ways to set themselves apart. Although much of this information can be found through research, gaining direct customer insight by asking clients to define the competition in their own words can be far more valuable.

When Consumers Think of my Company, What Feelings and Associations Do I Want Them to Have?

You can look over interactions with previous customers to determine how your company currently makes clients feel. Do you leave them feeling relieved? gratified? Inspired? Find a positive emotion that your business tends to instill in customers and use that as the foundation for building your brand.

What Type of Personality do I Want My Brand to Have?

What human set of characteristics do you want to be connected to your brand? Customers tend to gravitate towards brands with distinct personalities that they can relate to on a personal level.

Here are some examples of successful brand personalities:

• Coca-Cola - happiness and excitement
• Nike - confident, rugged, durable
• Harley-Davidson - freedom, independence, rebellion
• Apple - Innovation, creativity, curiosity
• Lego - Fun, approachable, familiarity

How is My Brand Different?

What sets you apart from the competition? How are your values different? When branding, it is critical to carve out a niche and play to your strengths. Consider what services or products your brand can provide customers with that competitors can't. You need to find what distinguishes you from the rest of the industry so that you can communicate this in your brand identity.

Does My Logo Effectively Communicate My Brand?

A company's logo is one of the most important aspects of its visual brand identity. Choosing an effective logo is a difficult task, as you need to find unique design concepts and color combinations that suit your brand personality. When designing the logo itself, you want it to be:

• Original
• Memorable
• Relevant
• Timeless

ImageWorks, LLC | CT Content Marketing

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