The first step to building a brand is positioning it to stand out and represent you well. This starts by identifying your target audience, you know, so you’re positioning yourself in front of the right people! Enter buyer personas.
- Buyer Personas – also called audience personas, these are fictional representations of your ideal customer. Though fictional, these profiles are based on facts, built from research of an “average Joe or Jane” who is a member of your audience. This allows you to have a better understanding of your customers, their goals, their challenges, and their pain points, so you can swoop in and save the day by solving their problems with your products and services.
Once personas are developed, they can be used to create the other elements involved with brand positioning, for both external and internal use. It’s important that not only the outside world sees your brand consistently, but those within your company present it and talk about it consistently as well. For this to happen, the following additional elements are needed:
- Brand Story – a synopsis that conveys who you are and what you’re all about
- Brand Promise – a short paragraph that explains what customers can expect when working with you.
- Tagline – a short but sweet representation of your business that is immediately identifiable by your customers.
- Unique Value Proposition (UVP) – a statement that reflects what makes you different from your competitors and what you can provide customers that no one else can.
- Elevator pitch – a brief description of who you are and what you do that everyone in the company uses across the board, whether someone asks about your business in an elevator, a party, a bathroom, a back alley – you get the picture.
- Voice Guide – this is a compilation of everything above all wrapped up with a bow for all to use as a guide on how to speak, write, present, and live your brand.
Why is it called a voice guide? Well, because your brand should have a specific voice and tone just as it should have a unique look and feel. It’s part of your identity, which just happens to be step two in building your brand.