What Comes First, The Business or The Brand?

Here’s how you can take your company from just a business to a brand that people know and love. 

 

What is the Difference Between a Business and a Brand?

Your business is simply the selling of the goods or services you offer. You decide what you’re passionate about and what you’d like to sell and create a business model. Your business has one goal: to make money. 

Your brand is not just your business, although they are intertwined. A brand is your distinct identity, your business’s personality, and the emotional tie that your customers will develop. Its unique elements will set you apart from other companies, and your audience will connect with you and your values. Eventually, we want to obtain brand loyalty, which happens when customers love a business’s brand! Brands have many goals: to attract an audience, speak to them, form connections, and ultimately delight them.

What are the Elements of a Brand?

A successful brand has several aspects behind it. The first and most apparent is visuals, and visual design elements include logos, colors, typography, and images.

Next, brands have a voice and tone. This is how you speak to your prospects and customers. Some brands are witty, some are professional, and some are casual. Brand voice is developed depending on your audience’s demographics, needs, and more. For example, if your target audience is millennials, you will speak to them in a language and style they can relate to.

Other elements of a brand are things like your core values, like quality. Integrate the features and benefits of your business into your brand. When people see your brand, we want them to immediately understand what your company does. 

BUILDING YOUR BRAND
Know Your Business’s Why

What is your company’s mission? We all get into business for a reason, and this big Why will come into play when creating your brand. Audiences want to know your Why. People, especially right now, are value-driven and desire to be a part of something. Your Why may create a community or resonate with people who connect with the same premise. For you as a business owner, the Why keeps you going. It’s your reason for being. It’s why you get up each morning and continue moving your passion forward.

Zero in on Your Target Audience

No matter the industry, businesses have target audiences they need to speak directly to. These consumers are your perfect match! They need you, and you need to be sure they know this. When you form your brand, you will automatically begin to draw in these prospects like magnets. Of course, there’s always more work to do in the marketing world, but starting with your brand will make a significant impact. With your brand — the colors, the messaging, the voice, and more will attract your audience.

Clarify Your Messaging

Your brand has a purpose: to speak to your ideal client base! Messaging is so powerful. When you’ve nailed down a super clear brand, messaging comes naturally after that. You’ll know your target audience, how to talk to them, and what they want.

Create Your Brand Story

We all have a story behind our companies, and we can’t deny business owners’ passion. One thing that is sure to set you apart is your brand story. These days, consumers are value-driven and want to buy from brands that resonate with them. You might notice that some people are looking for sustainability, women-owned, or companies that donate portions of their revenue to specific needs. You don’t necessarily have to follow these business models, but it is essential to share your story regardless. Let people know who you are! Inspire them and let them be a part of your journey.

What is the unique story you have behind your brand? Share it with your audience and find ways to incorporate it into your marketing. One brand story that comes to mind is TOMS shoes. The company’s creator was traveling to Argentina and was saddened by the number of children without shoes. Now the multi-million-dollar company donates one pair of shoes per pair sold. This brand story drives loyalty and interest and perhaps why the company has been so successful.

Why do I Need Branding?

A business without branding won’t last. Aside from the success of your company, building awareness and loyalty is that branding simplifies your marketing. Marketing has many complex and moving parts, but we can nurture consistency and cohesiveness with solid branding.

I help women in business build brands that resonate, are authentic, engaging, and attractive to their target audience. As women in business, we sometimes need to be reminded that reaching out for help when we need it is okay. I believe we’re here to elevate each other, and partnering and collaborating with other women in business will only make you stronger. I help women succeed with branding and so much more, so they can get back to doing what they do best: running their businesses.