I’ve done my best on the site to be as comprehensive as possible on branding. However, the one thing I have failed to do was a beginner’s guide to branding. The conversation of branding has been pretty well laid out through the process of writing this site, however, I feel as though I need to highlight the beginning steps. Branding is incredibly easy to get into, however, it may not follow with what you’re wanting to accomplish.
The first step you need to take is to identify what you want to accomplish. By setting goals, you in turn set expectations. Whether you simply want to sell a product or service or achieve some rank in status, you have to start out by clarifying what you are setting out to do. Now, admittedly, goals change depending on the circumstances, but if you plan accordingly, set expectations, establish contingencies, you will be unstoppable in your vision.
Your brand’s goals should be reflected in how you conduct yourself. Brand names, colors, typography, and how you launch your brand are all items that need to be considered in the process of development. Not to be too self-centered, but as an example, when I started my photography business, Inside the Frame was the perfect name for the business. It established what I did in the manner of three words. The colors and the fonts reflect exactly what I needed to convey. I am primarily a wedding photographer, so the colors of white and gold highlight that fact pretty well. Additionally, my primary means of sharing has been through Instagram, which, as I mentioned in a previous article, is perfect for premiering those types of photos to my audience. When you develop these things, you have the opportunity for a successful launch.
Now, your audience is something that will take time to develop. Establishing the type of work your brand will be pursuing is a major part of the audience you are seeking to attract. In my case, the target market is predominantly young couples. However, that changes brand-to-brand. If you have a focus on entertainment, understanding what makes that form of entertainment so special will shine through and an audience will eventually build around your work, if you are consistent in your work. Additionally, there is something else that may help you. It is a trick called growth hacking. The art of growth hacking is a trick utilized predominantly on the rapid growth of a company or brand. To put a definition on it, a growth hacker is someone who uses creative, low-cost strategies to help businesses acquire and retain new customers. There is no simple way to highlight how you go about this, but one simple one is engaging with brands that are similar to yours. Specifically, adding insight into the topic, which highlights your expertise.
The next step is to strategize what your content will be and how you release it. These strategies are often incredibly easy to create but equally difficult to employ. Consistency is the most difficult part of it all, whether that is in the forms of content you are producing or how often you publish. Establishing your brand is predominately about consistency, that should be one of the key takeaways. That consistency is what will build your brand and your audience. When you develop this strategy, determine what outlets you publish your work through and how you plan to promote them. Are you putting it on social media and running ads? Is it going through an official publication with a built in audience? Perhaps a bit of both? The answer depends on the work you are pursuing and how far you are willing to push. Granted, finances play a significant part in the promotion sections, however, you can go quite far on free resources.
At the end of the day, it is a fascinating endeavor to develop a brand that relates to people and ultimately, begins progressing towards goals that you have set for yourself. The amount of work you put into this is dependent on how far you want to go; it can even become your full-time job if you play your cards right. I hope that you have learned something today and that you have an excellent week.
Warmest regards,
Logan Clark