For small to medium-sized businesses, you might be forgiven for not considering your brand.
Your focus might be on simply getting yourself in front of your target audience and then providing your service/products when they’re wanted. That is understandable, but there is so much potential just sitting on the table, waiting to be tapped in to.
of shoppers stay loyal to brands that share their values. (Wunderman)
The increase in revenue when branding is consistent. (Lucidpress)
of marketing professionals believe branding is crucial for growth. (Circle Research)
Considered branding isn’t just for companies with revenue in the nine figures. Getting a proper understanding of your brand doesn’t require a team of ‘marketing wizards’ or an outlay of thousands, either.
Instead, there are a few core tenets that make up a total brand. When broken down into sections of a whole, as opposed to tackling the whole yourself, you can start to properly understand how your brand is perceived.
The truth is that, when you’re behind the brand, you have a view of it no one else shares. You need to understand the view of the 99%.
This interactive tool below will help you do exactly that; providing assets to help you and critique to guide you. Simply fill it in, as accurately and honestly as possible, to develop a proper understanding of how your audiences and the general public see your brand. With this knowledge, you can then align your business to match exactly how you have it in your head – and enjoy the extra business that comes when both are aligned.
Review your brand with our new tool below!
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In our research for this, we read some fantastic books that will help if you want to start taking your branding a little more seriously.
Branding In Five And A Half Parts by Michael Johnson is a great first book on branding as it uses case studies from brands you’ll recognise to anchor you with an initial understanding of what he’s talking about. He never overwhelms with advanced terminology, either. The Philosophy of Branding by Thom Braun is great for getting in that branding mindset, with excellent analogies and comparisons, while maintaining a very approachable tone.
For a more hands-on look at the design aspect of branding, Creating a Brand Identity by Catharine Slade-Brooking is an excellent entry point. However, this is more advanced than the previous recommendations.