Improving Your Brand Strategy - Mind Your C's (Communication, Clarity, and Consistency) 

Or maybe you’ve already jumped two feet in, but things are a bit all over the place? Or, do I dare say, that you’ve already established a brand, but it’s no longer going in the direction you see your business going?

This subject seems to be more timely as the past year has made people think differently about their time and how they spend it. Or there are folks out there with more time to think about a side hustle. If you are going to spend time on your business or branch out, let’s do it right. The three c’s are now more important than ever. To build a sustainable brand you must have clarity , clear communication and consistency!

Now what? Where do you start? What’s important, and what’s not? Why does it matter?

Take a deep breath, a step back, and relax. We’re going to go over brand strategy and why it’s vital for your business. By the end of this blog, you’ll have a clear understanding of what’s important and what’s a waste of time when it comes to brand strategy and how they match up to your end goal for your business.

Brand strategy is a long-term, goal specific process defined by an ever-evolving plan that aims toward the success of a particular brand which, through the company’s undeniable and unique characteristics, is recognized by the consumer world.

In fewer words, a brand strategy is a plan that combines your company’s goals and character to make it identifiable.  You see, it’s not just the perfect company name, or the color schemes and great custom logo that distinguishes your company from others.

It’s you. It’s your promise. It’s how you solve the problem your target audience has.

So how do you create a brand strategy that's both marketable, competitive, and will stand out from everyone else? By implementing “the Three C’s.”

Clarity: the quality of being precise and definite. To have a successful brand, you need to have perfect clarity on what its purpose is for your brand. Establishing clarity is harder than it sounds for many business owners. I’ve found that most entrepreneurs are so passionate about their business that it can be difficult for some to narrow down a singular purpose.

I ask my clients the following questions (this will also help you craft your brand positioning statement):

• What’s your story? 
• Why did you start this business? 
• What problem do you solve? 
• What makes you unique? 
• What is your end goal?

These are often the questions you’ll receive from potential customers. Sit down and really think about these questions. Write them down and answer them for yourself. Knowing your ‘why’ will not only guide the direction of your company, but it will also help build a connection and a sense of trust between you and your audience. And now that you are clear on your brand, you can get clarity on what audience you are targeting. Understanding your target audience will give you the opportunity to focus on their needs and build trust and a connection that your customers appreciate.

Consumers will pick only one person or company to do the service they need or provide the product they want.  This is why it’s so important to be clear in what you offer and how you stand out, and clear in the problem you solve.  This will help define and narrow in on that perfect, ideal client.

Once you define that target audience, it’s time to make yourself stand out . To attract your customers, you need to figure out what it is that sets you apart from others, and own it.

Brand communication is what you have to offer as a business. It’s the voice and human element of your business. This human connection is critical because it allows you to connect with your customers on a more personal level.

Your brand communication needs to be as authentic as you can make it. Communicating with your customers directly will help them see you as a person, not just a brand.  It’s important to be as flexible and understanding as you can to continue to build a trusting relationship. Remember that your voice and tone matter. Haven't we all heard our mothers say, “It’s not what you say, but how you say it”? No one wants to be talked at; they want to be talked to. By taking the time to be as genuine and real as you can be, you will not only gain a customer - you’ll gain a loyal and returning customer.

Personality sells. Don’t be afraid to connect with your customers on a more personal level. It helps to put a face on your brand and allows your customers to see the fun and natural side of your company. You will find that people respond to your engaging conversation more often than information-only banter. Be open and inviting.

Consistency is critical if you desire your business to thrive and stay successful for many years to come.  You’ve heard the phrases “consistency is key” and “pick a path, and stay on it.” When it comes to your brand, you need to remain faithful and consistent. Pick your direction, and do not wander away from your core values and foundation.  The message you deliver needs to have the same tone throughout. This consistent tone applies to your company name, color schemes, logo, business cards, and most importantly, your website and social media accounts. Treat every piece of marketing like a member of your family. They need to support each other and fit cohesively with everything else.

Remember, branding consistency isn't just imperative for your company's image, but it’s also vital for the product itself. Your brand promise needs to be clear and consistent every time you offer it.

It doesn't matter if your company is small or large. Your business is a BIG deal. Your brand strategy is not only what will set you apart from others, but it’s the positive experience you're giving your customers that will keep them coming back for more. Communication is key. Tell them what they want, and what they will get every time. Clarity is your truth. It’s your promise to them. Consistent and top-of-the-line service is what will make you the best.

At the end of the day, trust yourself, and remember to mind your C’s. Contact us at Naff Branding, and we’ll help you establish a stellar brand strategy that gets noticed.