Is Your Brand Boring & Bland?
The goal of creating a brand is to differentiate your business from your competitors and create a lasting impression in the minds of your customers. Yet, many aesthetic business owners end up following the crowd, blending in, rather than standing out.
Here’s a few pointers on how to build your brand identity.
Branding is the process of creating a unique identity for a product, service or business. It involved the strategic use of visual, emotional and, in some cases, audio elements to create a recognisable and consistent image that can be easily identified by customers.
Here are 5 steps to creating a brand:
Develop a strong brand identity - Choose a unique name, logo, tagline, brand colours and fonts. These should reflect your brand’s personality and values. Avoid choosing brand assets that look similar to your competitors. The aim is to stand out NOT blend in. Apply these brand guidelines to all content and creative. Your brand should be consistent. Always.
Get to know your target audience - Niche down. Find the segments within a demographic that you, your brand and your offering suits. Not all women in an age bracket are the same. Do you appeal to Boden-wearing middle class mums who brunch? Or 30-40 year old alternative types who rock a leather jacket and DMs? By trying to appeal to everyone, you’ll appeal to no-one.
Be known for something - Craft a brand message that resonates with your target audience. This could be based on a specific treatment you’re great at, or a particular ethos or point of view. Something that makes you memorable.
Nurture relationships - Engage with your target audience. Don’t just put information out there into the ether. Build relationships. On social media and in real life. Via email, text, DMs. Comment. Share. Run events. Get out there and get involved in your local area.
Create content - The aim of this is to educate - not only on the services you offer, but also to share your ethos and values. Share this content online (social media, blogs, your website, YouTube) and offline (leaflets, local adverts, , so that your tribe are able to find you. Ensure your content you publish adheres to your brand guidelines.
