Tips to help you define and express your brand

Chloe Upton
Chloe Upton

Your brand is your reputation, it’s everything your customers think of when they hear your name.

Branding is the process of influencing what comes into their minds, and it can be achieved in a multitude of ways.

The quality of your product or service, the initiatives you associate with, your tone of voice and your visual identity will all contribute to how your company is perceived.

Every touchpoint your customer has with your brand is a chance to communicate what it is you are all about.

These tips will help you to clarify your values and communicate them effectively.

1. Distil your purpose

Aim to explain to yourself why your brand exists in the simplest and most compelling single sentence you can manage. Keep it in mind always and refer back to it whenever a dilemma arises. Having a clear essence at the heart of your brand is key to creating consistent and compelling communications.

2. Identify your values

What are the core values your business is built on? Whether craftsmanship is key, or innovation, solidarity or simplicity, having a list of a few words that capture what is important to you will help make sure that you are clear on what you are trying to communicate.

3. Project your personality

Deciding how you want your brand to be perceived is an important step in creating an identity which people can connect with. It might be adventurous, calm, elegant or witty. Finding ways to communicate these traits will help you to engage your audience.

4. Find the right tone of voice

The way your website copy is written and the style of your comments on social media give your audience a clear idea of the personality of your brand. Form a picture of who is talking and try to write in the appropriate style.

5. Get the right look

A successful visual identity for your brand will communicate its values and personality at a glance. This is crucial in engaging your audience in a world where we are constantly bombarded by messages. By showing rather than telling you can communicate and connect instantly with your customers and begin to form the relationships that your brand needs to thrive.

Chloe Upton is a freelance logo and brand identity designer and she is leading a Brighton Chamber Bite-sized Learning session on ‘Brand identity – achieve the right look for your business’ on Thursday, September 20. For more information about Brighton Chamber and to book tickets, please visit www.businessinbrighton.org.uk