Purpose and vision are what drives not just branding but your business and employees. If all employees know and understand what the purpose of what you’re doing is and who you’re catering to, then that will come across to clients visiting your site. No “erm, let me ask my manager about that”. Each employee should have a clear, focused understanding of what your brand is striving to achieve. Your message should answer the question, “Why does my brand exist?” When customers can resonate with a brand’s mission/ target, you are more likely to foster that loyalty and patience from them.

Arguably the most important part of your branding strategy is understanding who you’re targeting. It is essential you have researched your audience. Do you understand your audience’s wants and needs with the product or service you are offering? Brands that don’t have a specific idea of who they’re targeting to end up reaching no one. So when creating posts on your website, remember to include easy to use and clear designs that capture your specific audience’s attention and show off your brand values.

Think of ways your brand aligns with your customers’ values. What’s important to them and how does this impact your company’s behaviour? For example if you’re selling something eco- friendly, do you use environmentally friendly ways of packaging, delivery and postage? This builds trust with your audience that you are the right fit for them. This gives a brand positioning statement to remind both you, your co-workers and your customers of your values. Most importantly, make sure to consistently uphold and communicate these values throughout your brand messaging.

Your brand’s voice is its overall personality, style and character. It’s important to uphold your brand values, but equally important to keep a consistent voice throughout your website and social media posts. Tone refers to the variations and slight nuances in your brand messaging based on what you’re posting. For example, your tone may be different on social media where you might use a more humorous and light- hearted approach than in a blog post where you may be more formal and professional – as you’re being instructive. It’s important your whole company is aware of any slight changes you’re wanting to make to your voice and tone so it stays consistent.

Your brand’s story should express what makes it unlike any other. As we all know there are hundreds of people with similar businesses, selling similar products. You need to show why your company is a better choice than the company that pops up underneath you in a search. When crafting your brand’s story, think about including your experience and the story of your growth. It’s good to engage potential customers through an emotional connection to differentiate your brand. It’s a powerful way to capture their attention and make certain they remember you.