As a small business owner, you need to set yourself apart from the competition.
But you must know where you are going.
What are you offering? How do you wish to be perceived? Can you define your target audience? Know exactly what they need?
If not, you need to get some answers on paper.
And the most important question to answer? … What does your audience need?
So you might be asking, where do I start?
The posts above? They’re variations of what I do with my B2B clients. When I start any branding or design project I first ask clients to answer a few questions:
1. Can you clearly define your target market?
2. What are the specific needs of that market?
3. How does your product or service satisfy that need?
4. How does your business stand out from the competition?
5. And what are the unique benefits you bring?
So what about you?
Answering these questions will help you flesh out your brand and create a rock solid center to help you survive and thrive.
But today, instead of rambling I thought it better to highlight four people with artful positioning clearly in place. I’d say their online presence exudes it. And this isn’t just about design … it’s about consistency across the board.
Visual branding is cohesive across the board. And everything from tagline to blog posts have a tonality that bathes in a clearly defined essence.
She does branding right and I’m sure if I asked her for an impromptu elevator pitch she would be ready to deliver.
I’m a fan of Misfit Inc. and one of the reasons? The branding chops AJ and crew possess.
Check out his many online properties and you’ll find an environment with mood and meaning, from ebook to blog to landing page. Study the design, the photography, the writing and overall messaging, and you’ll see what I mean.
Young Mr. Hanley is everywhere. He blogs, runs a podcast and manages a day job, all while adding value to his insurance firm through social and content. He’s smart, motivated and in my mind, doing this “thing” the right way.
He’s not dispensing rainbow bombs, practices what he preaches and delivers a consistent message from podcast to his Content Warfare newsletter.
He clearly knows what his audience wants: Smart, tactical, business advice. And trust me, you’ll be hearing more about him in the coming years.
I’m not sure when I was introduced to Mr. Buscall, but he is a great guy, really knows his stuff, and he certainly gets branding.
The essence I described above? He has it nailed, plus he has one of the most helpful podcasts out there; packed with detailed, actionable advice.
Take a look at how Jon operates and you’ll understand what I mean by CORE.
What about you? Your branding?
Who are you trying to reach and what are their needs?
Does your product or service satisfy that need?
Are you bringing it in a unique way?
Is your visual style inline with your message?
Work to answer these questions and study the bloggers (um, entrepreneurs) above. They’re rocking it and you’ll learn a ton, trust me.
If you’re interested in learning more about my branding and design process, jump on over to my email list. There is much more in store. In the comments below, let me know exactly what you are struggling with regarding branding and design.
Craig is Principal of McBreen Design. A Seattle Branding and Design firm which helps small companies bring their purpose to life with brand strategy, award-winning graphic design, and web design services.
If you want top-notch creative work with a personalized approach, look no further.
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