By guest blogger Laura Beauparlant of Lab Creative
Many businesses lack brand clarity and design, and as a result, they fail to break through the noise and carve a valuable place within their market.
Below I have outlined my top 4 key elements for creating a powerful brand that connects with your audience.
1. Client Experience
The world is changing quickly, and the number of people starting small businesses or going out on their own as a solopreneur is growing. In order to stand out in a saturated market, you will have to get creative with what you offer and how you position yourself; because it takes so much more than just having a great idea or being amazing at what you do to be successful.
What I’ve seen is that the client experience will be a dominating factor in business. But what does that mean exactly?
It means that how you provide your services or product is just as important as the end product.
You need to create an emotional connection with your potential clients. Think about how you want your clients to feel, think and respond to what you do or sell.
2. Brand Foundation
You can’t build a house without a foundation, without the foundation the house would crumble. But you don’t really see the foundation and it’s not pretty like your kitchen. So how can you design a logo for your business without first building the foundation?
Before you invest in design you need to get crystal clear on your brand foundation, something all of our clients do through Brand Camp. Once you are able to articulate who you are, who your target audience is, what makes you different, the benefits you offer, your brand position and essence, you can then create a memorable brand that attracts the right clients.
3. Photography & Video
People are quick to judge. If your headshot makes you look unapproachable or unprofessional, it is costing you money. Hiring a professional photographer for a headshot is a small expense in the grand scheme of things, and goes a long way in terms of making the right impression.
People can tell if your website is full of stock photography. You need to give them a glimpse inside your world and show your personality so your clients can picture themselves working with you. Many photographers are now offering branding photography sessions for small businesses.
You need to tell your brand story through images and video.
Video is a great way for your potential clients to get you know you and the wave of the very near future. I read that video will make up approximately 80% of Internet content by 2020…so it’s time to get onboard!
4. Visual Brand
Once you’ve found brand clarity, it then needs to be brought to life visually. This includes everything from your logo, colour palette, website, social media graphics, brand guidelines and anything else you need for your business. The work you did on the foundation won’t mean anything unless you can express it to world through powerful design.
Interested in learning how Lab Creative can help? Book a free Brand Audit (valued at $250) https://www.labcreative.ca/brandaudit/
This valued guest post comes from one of our amazing Trailblazer Community members.
Laura Beauparlant is founder and creative director of Lab Creative. She is a designer, branding expert, a college professor and an award-winning speaker.