Building a Brand for Your Business

Some of the clients we work with know their brand. They have established style guides and know their target audience.

Other clients are still trying to nail down their brand, or they’re just getting to the point where developing a brand is a priority in order to increase sales.

We believe it’s always a great time to build a brand for your business, no matter if you are an established business with decades of experience or if you’re just starting out.

What’s the difference between a brand and a business? A business is an organization that produces or supports your service. It’s your name, your logo, and your physical address. A brand is an identity. There should be an emotional response in relation to your brand -- whether it’s a feeling of excitement, health, or putting people at ease.

Does your business really need a brand? YES! A brand is the face of your business. A brand is what compels other people to share your business through word of mouth. A brand is your reputation.

Discover the purpose for your business

To start building a brand for your business, start with the purpose. At Lucie Content, we are storytellers. Our purpose is to uncover and shine a light on the stories that matter most to you.

TOMS shoes is known for being a brand with a purpose. Part of the reason the company gained so much popularity is because of their mission. For every pair of shoes purchased, a pair of shoes was given to children in need. The company has slightly changed its mission, but giving is still a big part of the brand.

Maybe your business was established because you saw a new way to fix a problem. Maybe you want to help people live healthier lives or improve their own businesses. Whatever your mission, it should become the central focus of your brand.

A great way to communicate your purpose is through video. Video creates an emotional connection in a way that other platforms can’t.

Video is also an opportunity to tell the story of your business, which can build connections you might not expect.

Identify the audience for your brand

If you don’t know who you’re trying to reach, your brand probably won’t spread very far. The brand audience is broken down into what’s called a persona. You can create different personas that represent different target segments.

A persona should include insight into what drives and motivates different buyers. It should also include the challenges this buyer may face and how your business can help solve those problems.

The more detailed you can get with your persona, the more likely you are to get your brand in front of the right audience.

Promote your brand

Once your brand is established, it’s time to promote it.

The key to promoting your brand is consistency. Your website, social media pages, and any other content produced by your business should feel the same for the user. You don’t want to use different tones or styles on different platforms.

Do a little research before you dive into one area of promotion. If you know where your audience spends their time, you have a better chance to reach them when you promote your content.

Promoting your brand is the perfect way to create your news. The options for this are endless: Social media boosting, videos, live summits, video podcasts, and more.

Choose the right platform, then get your brand in front of a target audience.

When you’re ready to turn your business into a brand, rely on the experts at Lucie Content.