One of the most important considerations for effectively marketing your business is establishing what we at Reach Beyond Marketing refer to as the essence of a brand. Our team describes this as “a person’s deep-seated, intuitive experience with a product, service, or company.”
This essence should act as a theme that runs throughout all elements of your business (name, logo, colors, persona, story, marketing assets, décor, staff interactions, and more). Taking the time to sufficiently develop this essence allows you to influence the mind of your target stakeholder and inspire your customers as they make a purchasing decision. But what goes into creating your brand’s essence, and how does it affect other aspects of your business?
Brand Voice
A consistent marketing voice helps target customers relate to your brand. It humanizes the interaction your clients have through your communication touchpoints, including your website, blog, and marketing materials. Have you considered how your brand voice should sound? It could be:
- Empathetic and conversational
- Medically-based and informative
- Serious and sophisticated
- Inspirational and passionate
- Traditional and straightforward
- Flowy and verbose
Visual Imagery
Who are you looking to attract? Identifying a key persona will help your team develop your brand components. Characteristics that can help define your target include:
- Sleek
- Sophisticated
- Athletic
- Clean
- Serious
- Trendy
- Approachable
Brand Element Synchronization
It is critical that your Identity, Culture, and Customer Experience share a consistent theme and story. Pay close attention to all customer touchpoints, including:
- Office style
- Music
- Fabrics
- Tone
- Staff interactions
Answering these questions will bring you one step closer to branding your new business or rebranding an existing business, paving the way for effective marketing campaigns. For more guidance on branding, or to conduct a full brand envisioning with Reach Beyond Marketing, call us today at 203-315-5055.