If you want your business to succeed, defining your brand is not negotiable! Branding will take your company to the next level and help you achieve your business goals. But, what are the steps that we should follow, in order to align our brand to the soul of our business? Here are 3 very simple – but very important – elements:

1. Defining the problem your brand solves

An important part of defining your brand is identifying the problem that you solve. Every successful business solves a problem! The problem you are solving is the reason people care about what you’re selling, whether it’s a product or a service. Think about what problem you’re solving and go deep into why your solution is the best.

People make decisions based on emotions. So your focus should be on selling the emotion more than the product or the service. Solve your customer’s problem and connect it to emotions they often experience and other pain points and needs they may have.

2. why + what = emotional solution

For example, everyone knows Starbucks. Yes, they sell coffee and food, but they also provide a space where people can get out of the house to get work done, meet up with friends to catch up or have a meeting. Compared to Tim Horton’s, they offer the same service as Starbucks, but people go to Starbucks when they want to treat themselves or impress someone else. The perception and the experience are different between the two even though they’re very similar companies, which shows it’s all about brand perception.

People buy the best version of themselves. When people buy luxury or specialty products, it’s because they want to be perceived as luxurious and special as well. You have to focus on how you can elevate them to be the best version that they can be, however, that looks for them.

The best way to find out what your target audience’s problems and pain points are is to interact and talk to them. From there, you can work on the next step of branding your business to attract your ideal client.

3. Designing your brand

Now, this is where designing your vibe comes into play. First off, everything is brandable. Defining your brand is a whole experience and not just creating a logo or graphics.

Think of your brand as a passport that can take you anywhere you want to go. It’s the key to your freedom, so you can design it to give you the life you want. Your brand needs to be built on your vision and goals. These goals help you make all of your decisions, and your brand will help you meet these goals.

Designing your brand is like deciding what you want your child to be like when they grow up. Don’t let fear and doubt get in the way of your business goals. You need ambitious goals so you have something to strive for and reach for.

Deciding what kind of clientele you want your brand to cater to will affect your marketing, pricing, and the services you offer. Design a coherent and consistent experience for your client to avoid brand confusion.

Some people want to attract clients and customers that only want the best of the best while others prefer to have customers that are just starting to better themselves. There’s no right or wrong choice just make sure that you’re choosing an audience that aligns with you and is sustainable for you to manage.

The more you know your business and sell then the more you get to know your target audience. As you learn about your customers, you develop the tools to make tweaks to your business’s brand so you can cater to your audience. Through interactions with your customers and clients, you learn how to talk to them, sell to them, grab their attention, and answer their questions.

If you want to learn more about branding, marketing, communication to your audience and much more, check the Rebel Office Resources Library. You’ll find everything you need to know over there.