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Building a brand for your business is essential to its success. Creating a strategy for your messaging, design, and overall business image is critical if you want to make a lasting impression on your customers. 


Branding shapes your company’s mission and values and packages it for a larger audience. The tone in which your web copy is written, the colours in your logo, and the imagery on your website all play an essential part. 

Remaining strategic and tactical in your branding is essential because it shows your customers that you know who you are and what your company stands for. Having a brand that is not well-formed may come off as amateur to prospective customers. 


Great brand strategy requires:

  • Research about your industry, your competitors, and your audience
  • A clear message and vision
  • Boldness and uniqueness, something different from what audiences are used to seeing
  • Value to your audience
  • Innovation within your industry


We’ve come up with a few tips for you to flesh out your company’s branding. It may look like a tedious process, but trust us, it’s not, and the reward far exceeds the work!


1. Do the Research

Before beginning work on fleshing out your brand, you’ll need to thoroughly research your industry, competitors, and audience. This will give you the necessary insight to create an effective, tactical brand. 

Developing a brand requires research and critical thinking. Brainstorming ideas allows you and your team to put everything on the table. You can then begin to sift through ideas to explore the different avenues and go from there. 

Having a core group of individuals from different departments within your company is excellent at this stage because it ensures a more diverse pool of ideas to choose from. The more people within your focus group, the better because you can analyze people’s different reactions and experiences. 

Define Your Target Audience

Identifying your target audience is crucial because it lays out the framework for reaching the people you want. This is much more secure than a simple shot in the dark. By knowing more about your audience, you will be able to understand what they like and dislike. As a result, you are more likely to gain traction. 

Read more about the importance of knowing your business audiences and their buyer’s journey.

Begin by creating a user persona, which is essentially a template for your ideal customer. Fill it with demographic, geographic, and psychographic data to draw out who they are. This may feel limiting at times, but as long as you keep the information broad, you’ll be fine. Concentrating on this specific user persona will make developing a brand easier because it will better resonate with customers representing your target audience. 

Learn more about how to find your target audience from HubSpot. 

 Competing Companies – Learn More About Your Competitors

Along the same lines as defining your customers, you’re going to want to have a clear idea of what your industry looks like, too. The best way to do this is to establish who your competitors are. By doing so, you can compare your brand to theirs and ensure there isn’t any overlap. You can also see where you may be lacking—or perhaps gaps within their brand, which your brand can address. 

There are many ways to make your brand more competitive, from editing visual graphics to differentiate yourself to creating content streams that haven’t been seen elsewhere; the overall goal is to do what your competitors are doing, but better. Make a document with your competitors’ social media handles, websites, and products and services. 

This will give you an informative overview. Use it to amplify your brand. 

See how to create a competitor analysis with Buffer.


2. Identify Your Voice

For many business owners, “brand voice” is a strange concept. Why does your business need to worry about its voice? It sounds odd, but all it means is how your brand speaks to its customers—from messaging to values. 

It’s all about showing your brand’s personality; conveying specific emotions through your communication with customers. 

What is your brand’s personality, and how do you want to show it? 

Implement it, then stay consistent.


3. Be Bold, Be Different

Originality goes a long way. People respond to work that is new and fresh, unbound to the concept of conformity. Explore your options and find something unique! 

With branding, taking risks tends to be highly beneficial in the long run. Brands that have experimented with interesting colour schemes and messaging are often highly regarded within their industry. By having the guts to go all out with your brand and not limit your messaging to fit the mainstream, you are more likely to appeal to your niche market. After all, let’s not forget the famous saying by Meredith Hill, “When you speak to everyone, you speak to no one.”

Have a look at some creative branding trends from 2021.


4. Analyze Your Target Audience’s Values

Showing your brand to be reliable and trustworthy is incredibly important. It’s also become much more critical these days for brands to stand for something

Customers want to buy from businesses with values that are closely aligned with theirs. So, you’ll need to identify what your values are and stick with them! 

It’s helpful to consider your customers in the decisions you make for your brand (walk in their shoes for a while). 

Think of how the choices you make will affect them—will you positively impact their lives? 

Are you positively impacting the planet? 

What’s important to your target audience? 

5. Innovation Branding – It’s Time To Innovate

Now that you’ve taken the time to research your industry, identified your goals in messaging, and have pinpointed what your brand’s values are, you have to start innovating! 

Think of ways your business can reframe itself to reach a newer audience. Can you offer new products or services? Are there operations you can improve or reshape?

Hire a diverse team! That way, everyone brings something different to the table. With various life experiences and backgrounds, your team will come up with broader, more creative ideas. There’s always room for improvement and learning, so change it up! 

Think outside the box! How are you now going to innovate for 2021?

Ask yourself: Is your marketing truly diverse? Learn more about why this matters.


It may take some time, but making your business branding stand out is indeed worth it. Don’t underestimate the power of social media and the web; take full advantage of these digital marketing tools!


At Flinnwest Solutions, we’re more than equipped to elevate your business brand. Have a look through our digital marketing services to see how we can take your brand to the next level in no time! 


Read more of our helpful blogs here!


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