Unveiling the Unseen: Recognizing Blind Spots in your Business’s Branding
In the world of business, branding plays a pivotal role in shaping perceptions and driving success. Yet it’s often the thing many business owners skip over or fail to address in their marketing efforts. Often, small details missed in branding could be the very thing that’s holding a business back from its true potential and growth!
Welcome to your Business Branding Health Check - covering key questions to ask about your business to help you spot and correct holes in your branding.
But first, here’s a quick review of what’s included in a brand:
Don’t be misled… A brand is more than just your logo!
A brand includes a a consistent, OVERALL, approach to how your business shows up in the world. It encompasses messaging, tone of voice, and communication styles - both written and said. It’s also a visual compilation of logos, colors, font styles, and graphics. Branding includes a business’s values, mission, and purpose that ultimately resonates with its target customers. Consistency across all of these touchpoints, both online and offline, further solidifies the brand’s identity and fosters recognition.
Remember these pieces of branding as you review the following questions.
Your Business Branding Health Check:
1. Perception:
Do customer perceptions of your business match the way you want your business to be seen?
Are you hearing mixed signals from customer reviews, social media, and word of mouth about your business?
Do you understand the needs, interests, and desires of your ideal customer? What captures their attention? What keeps them coming back for more?
What needs adjusted or added to your branding to provide more clarity here?
2. Consistency:
Is your brand consistent and easily recognizable on your website, social media, local listings, emails, newsletters, etc.?
Do the visuals, tone, and messaging across these platforms reflect your brand's core identity?
What needs adjusted or added to build greater consistency?
3. The Story:
Does your brand story and mission still support your current business goals, or is it time for a refresh?
Does your brand story resonate with your customers?
Is your brand story being consistently communicated everywhere?
What needs adjusted or added to ensure the right story is being told?
4. Visual Identity:
Do your brand colors, fonts, and other visual elements feel like they are from the same family?
When was the last time your brand’s visual identity was updated?
What needs adjusted or added to visually improve your brand?
5. Alignment
Do your business partners and employees all understand and communicate your brand appropriately?
Do they have access to a branding cheat sheet or style guide for reference?
In your branding journey, these questions should help you identify areas that need a bit more love and attention. By addressing these blind spots, you position your brand for growth, understanding, and a lasting connection with your target audience.
Not sure where to go from here?
We love talking brand strategy! Book a consultation, or reach out for a quote today!
