Branding your business during social distancing season
This might feel like a weird time to focus on your business’s branding. Maybe you’d prefer to stick your head in the sand and wait for things to normalize again. Or perhaps working on your business feels really hard right now. Those feelings and experiences are perfectly normal. However, we want to give you a hand, maybe pull you out of your rut (if even for a few minutes), and give you a few ideas on how to strengthen your branding right now. So make yourself some tea and take a deep breath. It’ll be okay! (And then go ahead and reward yourself with an episode or two of Tiger King tonight).
Branding in the Time of COVID-19
So… Why work on your branding right now? During this time of crisis, people are looking to connect and share their stories. We’re seeing a 30% influx of social media activity and an outpouring of creativity and engagement in every corner of the internet. Right now, there’s space for your brand to connect with your audience. Once you’ve taken a deeper, more comprehensive look at what comprises your brand, you’re better equipped to share your brand story, engage with your customers, and build up a community. But before we move on to our exercise.. let’s get clear on what branding is and isn’t.
What is Branding, Anyway?
Branding is more than a cool logo or using millennial pink in your color scheme. There are many angles to look at what branding is, tangibly and philosophically. Simply put, branding is managing what people say about you.
So how do you do that? Specifically, it’s through your company’s story, values, personality, vibe, look. Additionally, the way you show up in the world and relate to your ideal customers is branding. How people feel and what they associate with your company is branding. Your brand should evoke an emotional connection to your audience.
Easy Steps to Refresh your Branding
Finally, something tangible! As you go through these steps, keep in mind that this exercise is intended to help you explore the look, feel and words to represent your brand best, and what will resonate with your ideal customer.
1. Get clear on what you do, and why you do it
Crafting compelling key messages that pinpoint your unique position in the marketplace is crucial. These messages should aim to reach your key target audience at both a rational and emotional level. Your marketing needs to address basic facts of who you are and what you do, but don’t forget to talk about why you do what you do, how your approach is different (assuming it is) and how this ultimately benefits the client.
If you had to sit down and tell someone the story of how your company came into inception and the events that led your company to where it is today, what would it be? Write it down!
Think about the highs and lows, stops and starts, that got your company to right now. This narrative is essential because it’s still driving your mission today. During this difficult time, it’s actually great to share your brand story.
2. Identify your ideal customer
Who are they? Picture them scrolling through social media or clicking on your website. Write down descriptors and feelings they would have when they see your branding. Where are your ideal customers hanging out? What social profiles do they follow and what can you take away from those?
3. Find your aesthetic
Find 5 brands you absolutely LOVE and write down what you love about them. If you want to update your own brand’s look and feel, a brand refresh doesn’t always involve completely redesigning the logo altogether—although sometimes it does. Think of a brand refresh as more of a facelift, leveraging existing brand equity while expanding the look, feel and messaging with fresh treatments and positioning. Sometimes a brand update doesn’t even involve changing the logo; it may just involve looking for ways to explore new type treatments, color palette expansion, photography styles, messaging and other brand elements.
4. Define your tone of voice
If you’re a small business owner, YOU are your brand. The way you speak in your web and social media copy is a reflection of your brand too!
Are you obsessed with emojis? Don’t be afraid to throw a few in there.
Do you use slang in your everyday life? Go ahead and drop it in the caption.
It’s all about being authentic and relatable. You have a unique perspective that your followers are dying to hear. So take your mom’s advice already, and just be yourself.
5. Tie it all together and standardize everywhere
As you’re compiling your thoughts and getting clear on your brand, you’ll want to keep everything in a document. Formally, this is known as a “brand book”, which is a comprehensive guide to your brand. It will define specifics around the logo usage, and also address colors, fonts, photography styles, graphic elements, messaging and other components that comprise your brand. Having a brand standards guide will help ensure consistency and support strong brand recognition in the marketplace.
Connect often and build relationships with your customers
Now that you’ve addressed some of the visual and emotive aspects of your brand, it’s time to engage often and consistently. Get on social media and engage with your people. Find your tribe. While now may not be the time to be pushing sales, it’s a great time to step up your PR presence and get your name out there. Times are uncertain, but if anything is true, it’s that we’re all in this together. Things are changing rapidly, it’s your duty to support your community with whatever gifts you have.
Let’s be honest: this pandemic might be a valley in your journey. It could be a turning corner. It could be a time of transformation even. Sharing your story with your audience and how you’re impacted today is what will helps your audience remember you and ultimately care about you. While sales are not at the forefront of today’s M.O., connection is crucial. Be bold, dig deep, and share.