Branding is one of the most important aspects of your business, and I don't mean having the most extravagant website and logo. What I referring to is being clear on how you will encourage your customers or clients to come back; the experience you want them to have when they come in contact with your brand. It is important to understand the deeper meaning of branding before moving to the visuals.
Your brand is the big picture; it's the deeper meaning behind your business. Three areas we will focus on are your brand purpose, brand mission, and brand vision. These three things are the foundation of your brand, and the three areas you need to be clear on. Once you get clear on these three areas you can move on to your logo and website. While some people do those things first, it is viewed as working backwards (that works for some people).
Your brand purpose is your why. This is when you'll want to ask yourself questions like, "why did I start my business," or "why am I in business." Understanding your brand purpose gives reason to everything you do when it comes to your business. It will help you make the tough decisions, and walk away from things that don't align with your purpose. For example, I launched HelloBriana Consulting because I wanted to empower and encourage women to create their own opportunities. I also want to show my daughter that she can do anything she puts her mind to. Those two reasons define my brand purpose, so if someone were to come to me and ask me to do something against my why it's very easy to say no, because all business is not good business.
Think of your brand vision as your "what." Where do you want your business to be in five to ten years? The easiest way you can define your brand vision is to determine what you want to accomplish because of your brand purpose. What is the ultimate goal of your business?
Your brand mission is HOW you are going to accomplish your brand vision. This is where you can define all of the things you would like to accomplish to make an impact. The goal should be to offer value, be of service, and solve a problem for your audience.
When deciding to start a business branding is one of the most important steps. You want to be clear on how you want your customers to FEEL when they come in contact with your brand. Every decision you make in your business should be made with your purpose, vision, and mission in mind. Sometimes you won't define all three areas at once, but defining your brand purpose (your why) will definitely lead you to your brand vision, then your brand mission.