With technology allowing us to instantly share our brands with new audiences around the globe, our world has become a noisy place. At some point in your business journey, you’ve most likely missed opportunities to connect with potential clients due to the distractions & unlimited purchasing options they encounter on a daily basis. 

Since building my business from the ground up, I’ve discovered 6 core elements that support strong branding. Ready to develop an intentional brand that attracts loyal clients? Keep reading!

1. Consistency

Your brand’s reputation heavily relies on how consistent you are with every aspect of your business (No pressure here!). Maintain consistency in your messaging and tone of voice to reinforce your core values and nurture trust with your audience.

The visual components you share with your audience, such as your brand’s images & photos, typography, icons, logos, and color palette, should also maintain consistency across every touch point of your brand. This will help you develop a visual identity your audience can instantly recognize.

2. Authenticity

According to Oblero, 88% of consumers consider a brand’s authenticity when choosing products or services. With so many businesses competing for their attention, consumers are attracted to businesses that prioritize transparency, act in alignment with their values, and show genuine care for their clients. 

If you want to successfully build a strong brand, reassess the foundation of your business. Make sure your purpose, mission, and vision fuel consistent actions that serve your clients and nurture genuine connections.

3. Client Experience

In the realm of small businesses, crafting a purposeful brand extends far beyond mere transactions; it is a commitment to cultivating a lasting client experience. The significance of establishing a positive client experience cannot be overstated, as it serves as the cornerstone upon which a purposeful brand is built.

Every touchpoint, from the initial interaction to post-purchase engagement, represents an opportunity to leave an indelible mark that resonates deeply with clientele. By investing in a client-centric approach, small businesses can forge lasting emotional connections, spark word-of-mouth advocacy, and ultimately, carve a distinct niche in the hearts and minds of their audience, propelling their purposeful brand towards meaningful and enduring success.

Positive client experiences fuel the strength of a brand. Here’s how Starbucks is creating positive & memorable experiences for their customers:

• They provide top-of-the-line service to ensure that their customers are happy.
• They deliver on their clients preferences: quality beverages and food options instead of cheaper prices.
• They streamlined the purchasing experience, both in-shop and on their app.

To build a brand like Starbucks that cultivates loyal buyers that refer you to their friends, prioritize positive experiences for your current and would-be clients.

4. Positioning

Active Campaign defines brand positioning as “. . .the strategic process of establishing a distinctive and desirable position for a brand in the minds of consumers.”  

If you want an unforgettable brand, develop the fundamentals you’ll need to effectively position your brand in the minds of your audience. Start by identifying your unique value proposition, pinpointing your target audience, and finding the core messages that convey your brand’s unique benefits & advantages.

5. Value

You’ve created an amazing offering, but how can you convey its value to your audience? Through your value proposition–a statement that conveys what sets you apart from your industry and explains why consumers should choose you. To cultivate a strong brand, weave this core statement throughout your messaging.

Ready to create a powerful value proposition that grabs the attention of your audience? Start by asking yourself these questions:

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Am I clearly and concisely explaining how I meet my audience’s desires or resolve their problems?

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Do my word choices resonate with my audience? Or am I using terms that offend or confuse them?

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Am I sharing the unique features or benefits of my offering that others in my industry do not offer?

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Am I merely listing the features of my offerings? Or am I sharing deep benefits that convey my value?

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Am I highlighting skills or experience that I bring to their situation that others in my industry may not have? 

6. Promise

A business that transparently shares its promise to its audience–and is true to its word–will inevitably attract more buyers. 

Starbucks created a simple yet compelling promise to its customers to “uplift the everyday”.

How do they deliver on their promise? Through convenient access, quick service, quality ingredients, and by ensuring their customers’ satisfaction. 

Consistently deliver on the value and experience you promise your clients, and you’ll find yourself growing your business as you build trust and loyalty with your audience.

Want to fuel your business’ success with a stronger brand?

Creating an intentional brand is a lot of work and can feel overwhelming. That’s why I created the Ultimate Branding Checklist to help you establish the foundational elements of your brand and elevate your business!
This easy-to-follow checklist walks you through the branding essentials and makes planning the next steps of your branding strategy simple. Sign up to get your FREE Branding Checklist today!