Toward a branding groundwork, part 2: Who you are + what you do
Yesterday we began working toward a ground-level understanding of branding, which we defined this way:
Branding is communicating who you are + what you do, to your target customer, in a way that is clear and compelling.
Today, we’re covering who you are + what you do.
When we talk about ‘who you are + what you do,’ we’re talking about your unique product, culture, values, distinguishing features, benefits your product provides — all the things that make you you.
For example, do you make burgers or Italian food? ‘I do burgers.’ Ok, great. Do you cook your burgers on a flattop or a grill? Do you heap on the fixins’ or do the basics with perfection? Is it three pounds of heart attack or a singular, taste-bud experience? Are they $24 or is everything on the value menu? Are you trendy, casual, established, classy, retro, local, vintage, edgy, shabby chic, back-yard, industrial, something else?
Ok, now say that, and say it accurately and appropriately. This is Objective 1A for your brand.
Understanding exactly who you are + what you do will accomplish a number of things:
- It will give you definite direction in identifying your brand voice, verbal and visual, explicit and implicit. Certain things — colors, fonts, phrases, words, shapes, elements, etc. — say certain things, and you need to use the things that will accurately and appropriately communicate who you are + what you do.
- It will distinguish you from your competitors and position you in your industry. Positioning isn’t the result of effort toward a desired direction; it’s the result of understanding exactly who you are + what you do, and saying that accurately and appropriately.
- It will, in large part, define your target market. E.g., do you do burgers? Ok, so your target customers probably aren’t vegetarians, etc., etc.
Which leads us naturally to our next talk…