I'm setting up a brand strategy for my cupcake business. What are some of the most important factors I should take into consideration when building my strategy?
I definitely agree with Hamish, but I want to push it even more. When you think of your business as a person, is it friendly or a rebel? Does it show up early, on time or make an entrance? Does it celebrate its own creativity or confrom to norms? These things Swill tell you a lot about your audience and how to interact with them.
Please see my simple examples below:
Normal: Chocolate cupcake with Chocolate frosting
Snobby: Swiss Chocolate cupake with Dark Chocolate Ganache
Ordinary: Chocolate filled Vanilla cupcake
Playful: Vanilla chocolate bomb cupcake
Play to your audience. Have personality that blends with your audience. Use that personality to set yourself apart from the competition.
Is brand positioning as important for a sole trader as it is for business, even a small business? It seems to me that the positioning is almost inherent for a sole trader as it all stems from...
Just because you operate as a sole trader, does not mean you need to be the face or brand of the business. It really depends on the business. There are few businesses that would require you to be the face of the business. The most obvious one stemming from the members on our site would be consultants and business coaches. However, there also exist many accountants, lawyers, web developers and otherwise that have their businesses built around a distinct brand. Being a sole trader business does not mean you are the sole person in the business.
With that said, whether you are incorporated or operating under a sole trader license, your business needs a strong brand to succeed. Your point of difference, your UVP and image amongst all the other intricacies of brand development need to clearly designed and executed to optimise the success of your business.
What are the key steps involved when creating an effective brand launch strategy?
There are 5 main steps in creating an effective brand strategy:
1) Define your vision and SMART goals
2) Define your target audience and ideal customer profile
3) Market Reserach on your target audience, what language they use, tone of voice, personality traits, buyer behaviour, social media content they engage with etc.
4) Define your tone of voice, langauge, imaging and fonts
5) Plan your content around your SMART goals i.e. brand awareness, building brand loyalty
I hope that helps. Please feel free to let me know if you need more details!
I'm trying to create a brand name but i'm finding the process quite tricky. Does anyone have any tips on how to get inspired when trying to come up with a brand name?
Thanks so much Yee we are branding experts after all so glad you find it memorable ;-) You have to stand out to get noticed. Being in the beginning of the alphabet often puts you at the top of lists for industry round ups, directories, etc. so it's just another way to break through to get attention.
I have heard using a face behind a business can be really powerful. I currently use my face on all my marketing efforts for my computer repair business. I also provide consulting services for...
It is really powerful to put a face. Take Brian Dean, Neil Patel, Elon Musk and others who are very public about their businesses.
It depends on if you are comfortable with it or not, some people prefer to keep it separate, some people use their own identity as the brand. Both works wonder if you are dedicated.
For startups wanting PR but with a limited budget to start the business, what are some ways you can get free or low-budget coverage?
Firstly figure out what your goal is. Do you need to build your brand/credentials to attract investors? Are you trying to get more actual customers? Do you want more hits on your website?
Secondly, research some relevant publications for your business. There are several startup titles (magazines, websites, sections within newspapers) - as well as podcasts. Also research the relevant trade press for your sector. The publication's relevance depends on whom you are trying to reach.
Thirdly, keep your website and company blog up to date. Any journalist will check that before running a story, and if it looks dodgy/amateur/incomplete they may just skip it. Your website needs to be ready for traffic - for public attention - if you're trying to generate publicity.
When you've got these three things ready, you need to figure out what your story is. It needs to be "new, true and interesting". For a startup, this might be:
At this point you can put together a short release or email about your news, and contact a relevant journalist.
Remember that the media outlet is interested in your news, not the mere existence of your company or its products (unless they are doing a "trends" piece which you may be one aspect of). They may also be more interested in hearing from your customers than you, so it's wise to have a loyal customer prepared to speak with them (like a case study).
One useful site may be http://www.sourcebottle.com where journalists put out requests for experts and case studies.
Can you sum it up simply? What is the essence of your brand?
It's hard finding a brand name that isn't taken already. Does anyone have any tips on how to get inspired and come up with a catchy and original brand name that isn't outlandish?
There are several ways:
- A name that describes what you do (perhaps based on company values, etc.)
- Join two words together to create something unique (and memberable) e.g. BlueChilli
- A random, made-up word.
I'd avoid names based on your name simply because it can be a limiting factor in the future if you're not a lawyer or accountant.
Each has benefits and disadvantages.
I hope this helps.