Are you ready to take your passions to the next level?
If you’re dying to turn your passions into a business project, I’m here to help.
As a multi passionate person, I know it’s very frustrating to look for information here and there and figure out where to start without getting confused or overwhelmed by the flood of information.
To avoid that confusion and insecurity, before we even talk about the actual steps to take when planning brand development, I recommend that you read the Brand Clarity Workbook (subscribe to the pop-up that will appear and download the freebie)
Now that you’ve read the freebie, I hope you have a less confusing and clear idea of what is your business purpose .
“Who do you help?”
You have probably already heard of “target” and “ideal customer” . The target is all the people interested in your message, while the ideal customer is the identikit of the person interested in purchasing your good or service.
But how can I define my ideal client? Maybe someone you already know because you have as client or someone you would like to work together.
In this research phase you have to comprehend your target audience and research their needs and weaknesses to understand what they need, what is solution they are looking for.
If you don’t have data to analyze because you haven’t started your business yet, you can put yourself in the shoes of the person you’re creating products or services.
Remember that, even if it seems a useless phase, this is the most important because the service or product you offer was born for these people. Analyzing them will help you better understand how to get in touch with them. Even if you think you can have the best product ever, but don’t know how to approach and connect with your audience, people won’t be interested and attracted to your solution and will look elsewhere.
Where can I find information about my audience?
If you already have a business, you can check:
• on the data you have available, based on the people who have already purchased from you
• on Google Analytics
• analyzing social media
• analyzing competitors’ social media followers
If you are just getting started:
• Check Google or the forum – people sometimes share interesting facts that can help you understand your audience
• find your target audience in a Facebook group
• find your target on Instagram using #
• check your competitors on social media
“What’s the name of your activity?”
Your brand name represents the essence of your business, and it should be aligned with your message and the service or product you provide; it should therefore communicate your business without giving explanations.
Here are some steps to define the brand name:
• Brainstorming: write a list of words related to the target, product or service or type of business.
• Choice: Check which of these names have negative connotations and see if they have already used them. At this stage, you select only ten potential names
• Evaluation: it’s time to answer the following questions and evaluate whether:
or does the brand name reflect the mission and vision of my business?Is the name clear and simple?
Is it appropriate?
“What sets you apart from others?”
Now is the time to analyze your competitors and discover what they offer their customers. Find out and define why your business is different from the competition and what are the things you could improve. Please don’t take this step for granted.
“People are attracted to those brands they have the most affinity”
Now is the time to define how you want to communicate with your audience. Now, it is time to define the personality of your brand, from the character to the communication of your brand. People are attracted to certain personality traits, and the same happens for the brand. People choose one brand among many because they feel more aligned with them. Think about whether your brand has unique personality traits and uses expressions that people can relate to. Focus on how you want people to feel about your brand when they think about your business. The more you are able to understand how they feel and what they need, the more they will trust you.
“Design is the silent ambassador of your brand” Rand
Finally here we are! Now that we’ve clarified all the fundamentals of the brand, it’s time to define the visuals.
When we talk about the visual elements, we are talking about visual identity: typography, logo, photography, graphics, illustration and icons of the color palette.
If you still have doubts about creating a brand and would like help to define your brand strategy and to create the visual identity of your brand, book a free call.
Hi! I am Marzia Rapallini brand strategist designer,
web marketing creative, traveller and a
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